80% of cardiac arrests happen at home and not enough people know CPR. So we created a tool that would do just that. The CPQR code directs people to a short film that teaches CPR in under two minutes. Like the Breast Cancer Ribbon, or the Remembrance Poppy, the CPQR code is an emblem that can be used by anyone and everyone who wants to raise awareness for the importance of learning CPR. But the CPQR code is an emblem with a twist: its very design holds the information needed to learn how to save a life.

BRENTFORD FC PARTNERSHIP

As well as a nationwide OOH campaign, we partnered with Brentford FC – who’s affiliation with Christian Eriksen, the player who famously suffered a cardiac arrest at Euro 2020, made it even more relevant – to put the code on the chest of their shirt during their premier league home game with Chelsea. It also featured on the match day programme and encouraged fans to scan the code on hundreds of screens throughout the ground.

OUT OF HOME

So far the CPQR code has been adopted by dozens of NHS trusts and ambulance services up and down the country. It’s even been used to help save the life of a commuter who had a cardiac arrest on a train. Who says you can’t help save lives in advertising?