The American Heart Association charged CK&D to develop an online campaign that would raise national awareness about Hands-Only™ CPR and empower people to act.
During our research phase, CK&D learned that the Bee Gees mega-hit song Stayin’ Alive was the correct beat for chest compressions, and studies showed that people taught with the song were more likely to remember what to do in a cardiac emergency.
Playing off Paramount blockbuster Saturday Night Fever, CK&D created the “White Suit” campaign. As part of our awareness strategy, we produced a short video featuring Ken Jeong, who combines his comedic prowess with his medical training, to give people an easy-to-remember tool to save lives.
Response to the video was overwhelmingly positive exceeding AHA’s expectations. Nearly 500,000 YouTube views were reached within the first two weeks of the campaign. It was the top four trending video on YouTube and second most viewed nonprofit channel during launch week. All major entertainment outlets prominently posted the video as well.