Results at a Glance

  • 28-day nationwide relay with people walking, running or cycling whilst covering 4,000 km across all 72 EFL clubs
  • 24,230+ more people inspired to start learning CPR during the relay
  • Campaign exceeded original target of 270,000 CPR learners, reaching 288,885+
  • Delivered launch content, heart story films, TikTok/YouTube ads and TVCs along with wrap-up video
  • Photography library capturing key moments and fan engagement along the way

Listen

Sky Bet, the EFL, and the British Heart Foundation wanted to create a nationwide initiative to raise awareness of the importance of CPR and help push them toward the initial 270,000 target.

The Every Minute Matters Relay needed to:

  • Encourage people to learn CPR via the BHF RevivR tool
  • Engage football fans across all EFL clubs in a shared, national story
  • Deliver content that captured the scale, emotion, and personal stories of the relay
  • Support the wider Every Minute Matters campaign while creating new, reusable assets

Create

JMP worked alongside Sky Bet throughout the relay campaign, with crews capturing elements of both the north and south legs, producing a package of content that brought the campaign and stories to life along the way

  • Launch content and TVCs to drive awareness across digital and broadcast channels
  • Relay heart stories, highlighting personal accounts to inspire others to learn CPR
  • TikTok and YouTube ads to maximise reach and engagement
  • Photography libraries documenting fans, players, and key moments, useful for press and contributors
  • Longform wrap-up video capturing the full relay journey

Deliver

Producing this content package, we supported Sky Bet, the EFL, and the BHF to:

  • Maximise campaign impact, reaching hundreds of thousands of people and encouraging real-life CPR training
  • Bring the nationwide relay to life, showing fans the scale, and emotion of human stories behind the campaign
  • Create assets for ongoing use, including videos, ads, and photography, which could be repurposed across social, digital, and broadcast
  • Strengthen the partnership between Sky Bet, and the BHF, demonstrating how sport can drive social impact and lifesaving behaviour

The result was a campaign that inspired football fans all over the country to take action and learn CPR, and helping achieve the end campaign goal before the end of the season, which allowed new targets to be set.

Services Used

Video Branded Content Sponsorship Activation Social Media Creative Photography Drone & FPV

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Jon Bland, Director

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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

JMP are an agency I can trust to 100% deliver against any brief I have given them. Their communication is quick and efficient and they are always on hand to help, whatever the time frame!

Jess Wade, Content Marketing Manager

Sky Bet

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