Twitter creates bespoke interactive campaign for British Heart Foundation

Twitter users are being invited to 'like this tweet to see what happens next' in a special campaign for the British Heart Foundation that shows their chances of surviving cardiac arrest.

The campaign is running to coincide with 'Restart A Heart Day', which is the BHF’s initiative to train more young people in cardiopulmonary resuscitation (CPR), today.

A special BHF tweet gets users to imagine their heart stops and invites them to like the tweet to see what happens next. The ‘like’ icon on Twitter is a heart.

If the user takes up the invitation, Twitter’s auto-reply functionality serves up a response based on the statistic that less than one in ten people survive a cardiac arrest.

More than 90% of those who take part will receive a bespoke response telling them they are unlucky, with a message as to why they did not make it.

Simon Gillespie, chief executive of the British Heart Foundation, said: "This pioneering campaign with Twitter will help us to highlight just how shocking cardiac arrest survival rates are in the UK today.

"We wanted to honestly reflect current survival rates when communicating with people who engage with the campaign in order to highlight the vast number of lives that are needlessly lost.

"By telling nine in every ten people that they would not have survived, we hope people will be inspired to help us create a nation of lifesavers and learn vital CPR skills that could one day save a life."

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free