Philips Phillips

The Vertical CPR Poster

Agency: Prism Advertising

Learning to save life...vertically.


Winner of the Bronze Award at the Global summit awards 2018 in the category of Poster/ outdoor/ Innovation

The Case History:
70 % out-of-hospital cardiac arrests happen in homes or outdoors. Timely CPR (Cardiopulmonary Resuscitation) with chest compressions and ventilation gets the blood pumping to the heart and brain, while waiting for the defibrillator to arrive. Unfortunately, only 46% of people get immediate attention before professional help arrives.

Insight: In the Middle East owing largely to poor knowledge of CPR, there’s a prevailing fear among bystanders of getting involved in helping people who experience a sudden attack. This is owing to lack of awareness and the sheer fear of the CPR process being a complex one involving too much technicality.

As a pioneer in healthcare, defibrillators and heart-related equipment, Philips Healthcare saw an opportunity to educate people on CPR through an interactive ‘Vertical CPR Poster’ with a ‘heart shaped’ button in the center. When pushed, the heart sent out ECG waves lit up with LED technology, mimicking the exact pressure applied in a normal CPR.

This was backed by educational tips involving CPR. To drive relevant interaction, Philips partnered with Thumbay Hospital where the poster was installed in a high traffic area between the Cardiology department and the reception.

One-on-one interactions with the poster increased among patients with Word of Mouth awareness spread. With doctors recording reactions among patients walking in within the hospital and images shared online, awareness was up by 40% .

This professional campaign titled 'The Vertical CPR Poster' was published in United Arab Emirates in March, 2018. It was created for the brands: Philips and Phillips, by ad agency: Prism Advertising. This Ambient, Experiential, and OOH Outdoor media campaign is related to the Health and Public Interest industries and contains 1 media asset. It was submitted 4 months ago by Content Head & Senior Creative: Cherry Koshy of Al-Futtaim Health.


Creative Director/ Conceptualiser/ Senior Copywriter: Cherry Koshy
Art: Shyjith Kannur & Binu Koshy
Production: Umesh Nambiar & Inditech
Agency: Prism Advertising LLC, UAE


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