Every Minute Matters

There are 30,000 out of hospital cardiac arrests in the UK each year, and currently fewer than 1 in 10 survive. Furthermore, for every minute that passes without CPR, chances of survival reduce by 10%. Through it’s ‘Every Minute Matters’ campaign, Sky Bet and the British Heart Foundation set out on a mission transform awareness and understanding on the vital urgency of more people learning lifesaving CPR.

The partnership launched on the 1st May 2024, to coincide with Sky Bet’s flagship brand moment of the EFL football calendar, The Sky Bet EFL Play-Offs. This was a highly relevant moment - given just 12 months prior, Luton Town captain Tom Lockyer had collapsed in the final itself at Wembley during his team’s victory. Months later Tom suffered a cardiac arrest on the pitch during one of Luton’s Premier League games. Sky Bet and the BHF used the relevance of that moment as the catalyst to leverage the passion of football fans to amplify the life-saving mission of the BHF. By focusing on raising awareness about teaching football fans CPR, the partnership empowered fans to become lifesavers while fostering a meaningful connection to the cause through football icons, creative content and emotive human storytelling. In little over 8 months the campaign succeeded in helping to stimulate a national conversation amongst football fans – mobilising over 140,000 people to start learning CPR.