Intro

In May (’24) we were proud to play our part in a new partnership launch for the Sky Bet & British Heart Foundation’s ‘Every Minute Matters’ campaign.

With cardiac arrest, every minute matters. It can happen to anybody, at anytime and the better equipped those people around are to perform CPR the more chance of that person living.

This 12 month partnership has a lofty ambition to get 270,000 people to learn CPR in 12 months with Revivr.

Listen

Launched on the eve of the Sky Bet EFL Play-Offs and running throughout the Play-Off campaign the partnership centred around ‘The Re-starting 11’, which is a team of inspiring individuals – each impacted by Sudden Cardiac Arrest (SCA) or heart conditions. Comprising former players, pundits and fans, together, our role was to deliver compelling storytelling and drive awareness of the campaign across multiple media and social touch points. The team comprised of famous faces supported by real life fan stories sourced from EFL clubs

  • Our role was to ultimately produce a significant amount of content, with the correct narrative and emotion for the individual stories to cover the month of May, and the EFL play-offs.
  • We had a one day shoot to capture footage for six different content strands, each with different set ups and a different role to play
  • Content was to be created to be used across all social platforms, used in PR as well as Wembley stadium

Create

Pre-production & planning:

From the initial point of being briefed, we had a 10-day turnaround to get creative concepts and execution signed off by client, including all creative concepts, finalising crew for production required across multiple set ups ahead of an intense shoot day at Wembley.

 Actions:

  • Hourly comms between JMP, EFL, Sky Bet & BHF
  • Creative concepts, styling and storyboards
  • Time at Sky Bet offices to improve collaboration and sign off process
  • Venue recce to familiarise with space, lighting and any restrictions as well as logistics for moving talent around from one place to another
  • Ensure creative alignment

Production:

Production requirements across the core Wembley Stadium shoot day and management of content across six different set ups.Assembling and fully briefing a crew of 15 people to manage 6 set ups with over 20 features to be shot on the day with a number of assets and edits to be turned around for the next day!

Set ups

  • Heart stories – duo
  • Heart stories – single
  • My minute that mattered
  • PR & B-roll
  • Portraits
  • Photography across all

Post-Production:

In total we produced over 20 different stories, using the core social media platforms (twitter, facebook and instagram) there were a number of shorts created for each story (30-60 seconds) as well as longer pieces 2-3 minutes, suited to the platform. This campaign was also an aligned PR push through TV appearances and radio appearances whilst utilising club channels, EFL channels and Wembley stadium assets throughout the play-off period.

Additional work was added throughout the process that included additional filming and editing for the play-off finalists to be used at short notice. A full team effort across creative planning and concepts, production and filming, sound and audio, editing and colour grading.

Deliver

With any activation campaign – particularly those with ambitious goals such as this – drafting in heavy hitting ambassadors is a great way to amplify the message. For this campaign, we had an iconic group of sports people including Graeme Souness, David Ginola, Glenn Hoddle, Tom Lockyer, Megan Tinsley and Fabrice Muamba. Several of whom have CPR to thank for saving their lives.

The first month of the campaign, the stats were incredible.

23,000 signed up in first week, over 33,000 in first month and this stat is 458% higher than the previous month. On campaign launch day the BHF website had its highest ever engagement (to date) and socials have achieved over 5m views so far.

These facts and figures back up the initial success of the storytelling, although there are another 11 months of the campaign to go and there are more heart stories to be released, as well as more discussions on how best to use storytelling to help reach the goal of 270,000 learning CPR.

What they said

“I was delighted with the output from JMP and the whole team can be proud of the impact they have helped make with this campaign.  The Media launch day at Wembley was a logistical beast, it needed a combination of agility and speed but without compromising the ability to give our subjects the time to convey their stories with power and emotion.  I knew I could rely on JMP to bring premium output, but we asked more of them than ever before with this campaign and they rose to the challenge brilliantly” – Kevin Brain, Head of Social & Content at Sky Betting & Gaming

“The footage from the last few weeks has been incredible. I’ve had so many friends, family and other people in the charity sector reach out to say how moving the content has been” – Sam Vaux, British Heart Foundation

Watch

Services Used

Video Creative Branded Content Sponsorship Activation Photography

Related Projects

JMP is a true partner for us. They have embraced our ambition and are able to offer us a full service from research to pre and post-production. In a world where brands are looking more and more for fast turnaround ‘premium social’ output that is affordable, JMP could not be better placed.

Kevin Brain, Head of Social & Content

Sky Bet

We’ve used JMP for several years and what makes them so great is not just the quality of their work, but the brilliance of their people. The culture of the business clearly shines through. The work is always a fantastic standard, on brief, on time, innovative and creative. Five stars.

Nabil Hassan, Digital News Manager & Communications Manager

England Rugby, RFU

We’re really pleased with not only the end product but the entire process. The team clearly understand our industry and demonstrated why they are regarded as industry leaders throughout the journey. The final videos have gone down really well with clubs and fans alike, and deliver on all of our initial objectives and beyond.

Ben Rigby, Marketing Manager

EFL iFollow

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