Philips and Iris train Singaporean pensioners to perform CPR

Creative agency Iris has worked with Philips and the Singapore Heart Foundation to train a group of elderly Singaporeans to resuscitate someone who has suffered a cardiac arrest.

The agency devised a strategy which saw 33 pensioners recruited and taught how to use cardio pulmonary resuscitation and automated external defibrillators to restart a cardiac arrest victim’s heart before an ambulance’s arrival.

The trainees used AEDs from Philips. The company now claims it is inviting more members of the public to attend further training sessions and that it intends to train 100 of its own staff in Singapore.

Mumbrella Asia understands that the project came together following a proactive approach by Iris to Philips. A case study video was also made and shared on Facebook and YouTube.

Philips’ head of brand, communications and digital Winston Phua said: “We want to debunk the myth that only trained medical professionals can help save lives. In fact, we aim to educate the community on how almost anyone can play a part in helping victims of sudden cardiac arrest with the right training and equipment through this campaign.”

Client: Philips

Head of brand, communications and digital: Winston Phua
Senior brand manager: Ng Pei Fern

Agency: Iris Singapore
Executive creative director: Ed Cheong
Creative group head: Sylvester Poh
Senior creative: Boo Wei Yi
Senior planner: James Honda-Pinder
Regional CEO: Luke Nathans
Business director: Francesca Babet
Senior account manager: Linda Avriani
Senior producer: Tasmin Vosloo

Production House: Frame by Frame
Director: Henry Jen


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