The PSAs—distributed to about 33,000 media outlets nationwide this week—will air and run in advertising time and space donated by the media. An integrated social media program will extend the reach of the PSA campaign online with strategies designed to engage and educate adults throughout the country.
Hands-Only CPR, or CPR without mouth-to-mouth breathing, is a two-step technique that involves calling 9-1-1 and pushing hard and fast in the center of the chest until professional help arrives.
"Hands-Only CPR is an easy and effective technique that has the potential to save lives every day if we can educate more Americans about it and reduce their fears and hesitation," said Peggy Conlon, president and CEO of the Ad Council.
Forty-four percent of adults say they would not perform CPR because they're not confident in their ability, according to a national American Heart Association survey conducted in 2008. Consumer research also shows that people often hesitate because they're not comfortable with giving mouth-to-mouth CPR.
"This new campaign beautifully depicts the power of hands in helping to save a life," Conlon said.
"I believe it will empower more bystanders to take action when they see someone in cardiac arrest."
Through the Hands-Only CPR campaign, the American Heart Association and Ad Council hope to reach all adults, particularly women age 55 years and older who are most likely to be the spouses of potential victims.
"For years the survival rate from sudden cardiac arrest has been abysmal," said Clyde Yancy, M.D., American Heart Association president.
"Bystanders hold the key to increasing survival. We hope this campaign will break through the barriers people have when they see someone in cardiac arrest—so that anyone who hears this message can help save a life."
Created pro bono by Gotham Inc., an ad agency in New York, the campaign includes television, radio, print, outdoor and Web PSAs. The PSAs direct audiences to visit www.HandsOnlyCPR.org, where they can gain access to information and resources on the technique, including an instructional video.
The site also includes an online tool, "Hands Symphony," where visitors can use their "hands" to create original music. Users can choose from a host of sounds created by different filmed hands to create their own track, and send it to their friends, encouraging them to create their own tracks, or add on to other friends' tracks.
Visitors to the Web site can also download a free instructional application for their smartphone that teaches the technique. The application is available on the iPhone and iPod touch, Blackberry, Palm Pre and Android (Google) platforms.
"It's a rare occasion when advertising can help save lives," said Peter McGuinness, CEO of Gotham.
"We hope that through this campaign, we can encourage all bystanders, trained or untrained, to do something when they see an adult suddenly collapse."
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