The British Heart Foundation (BHF) has ‘flatlined’ live Twitch streams as part of a new campaign to increase awareness of the devastating consequences of a cardiac arrest.
Working with media agency PHD, the charity ‘flatlined’ the streams of popular Twitch streamers such as AuzioMF, MattHDGamer and Mamabenjyfishy to reach a combined audience of 11 million people.
With this campaign, the BHF is specifically aiming to target Gen Zs, as they are the most likely to be trained in life-saving CPR. Over 70% of Twitch users are between the ages of 18 and 34.
The creative will be supported by a BHF takeover of the streaming site’s UK homepage, with an interactive mobile quiz and 20-second video ads to promote RevivR training running across the rest of the month.
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BHF director of brand and acquisition Damion Mower said: “Tragically, there are more than 30,000 out-of-hospital cardiac arrests in the UK every year with a survival rate of less than one in 10. We are determined to change this by giving everyone the opportunity to learn CPR with RevivR.
“By equipping our young people today with these lifesaving skills, more lives could be saved in the future. This partnership will put our RevivR CPR message in front of a sizeable, highly engaged younger audience in a moment where none of them are expecting it.”
WPP’s PHD worked with specialist gaming agencies GameSquare and Venatus to deliver the integrated campaign, which will also see the charity sponsor the ‘be right back’ screens that users see when Twitch streamers take a break.
PHD gaming director Tess Gullis added: “The BHF has a long-standing reputation for executing creative media campaigns that grab disproportionate attention.
“This partnership extends that approach whilst targeting a younger audience in a new media space for the brand, further cementing gaming’s growing reputation as an impactful, mass reach medium.”
