The Every Minute Matters campaign by Sky Bet and British Heart Foundation (BHF) demonstrates the powerful role that talent play in elevating a sponsorship into a culturally resonant and life-saving movement.
There are 30,000 out-of-hospital cardiac arrests in the UK each year, and currently fewer than 1 in 10 survive. Furthermore, for every minute that passes without CPR, chances of survival reduce by 10%. Sky Bet and BHF have established a gold standard for utilising talent to create a positive impact on CPR awareness and training, whilst also driving significant growth in business metrics for Sky Bet.
At its heart was a smart use of relevant and credible talent; from footballers and survivors, to club heroes and fan-favourite broadcasters, all used to humanise the issue of CPR, create national media moments, and drive action. Sky Bet and BHF deployed talent strategically across the full campaign lifecycle, from launch, to a nationwide relay, to live events, with everyone selected for their authentic connection to football and heart health.
This campaign exemplified best-in-class talent activation by:
- Ambassadors with a personal relevance to the cause
- Using talent in creative ways to create media and social moments
- Balancing credibility, relatability and reach through a mix of football icons, media personalities, and survivors
- Making talent active participants, not passive endorsers, using their stories and platforms to inspire CPR training
The result? Over 300,000 people learnt CPR training. The campaign achieved 91 million earned media reach and drove brand metrics to record levels for Sky Bet.
