I’m excited to report that the AHA’s public service advertising campaign, the Hands-Only™ CPR Ad Council campaign, is coming off of its most successful quarter since its launch in October 2009. This campaign was designed to raise awareness of Hands-Only CPR and has included public service TV and radio spots, billboard and print advertising, as well as a viral media component. Here’s a quick look at how this campaign is making an impact among consumers and potential CPR bystanders:
- This quarter, estimated media impressions (number of people exposed to the campaign elements) tripled to 395 million impressions reported, which brings the total since the launch to 1.4 billion.
- From Oct. 2009 through Dec. 2011, there have been 1.6 million page views to the dedicated campaign website, www.handsonlycpr.org.
- 100,800 have viewed the Hands-Only CPR demonstration video since it was posted in October 2009.
We have also seen a dramatic increase in the awareness of Hands-Only CPR, from the benchmark online survey in August 2009, to the post-wave survey in 2010. Awareness of Hands-Only CPR has increased from 56% to 63% — an incredible jump. There was also an increase, from 53% to 63%, in the number of people who understood that Hands-Only CPR can be as effective as conventional CPR. While these statistics are encouraging, we know that much work lies ahead to continue to move the needle toward our 2020 Impact Goal of doubling bystander response.
We are dedicated to continuing the momentum of Hands-Only CPR through a new campaign I will be announcing in the coming months. From now through June 2012, keep your eyes peeled for our Hands-Only CPR billboards and TV and radio spots!