Singapore, 31 October 2017 - Tribal Worldwide and Singapore Press Holdings Limited (SPH), in partnership with Temasek Foundation Cares, have launched the Restart A Heart campaign to highlight the importance of knowing chest compression and to learn how to use an automated external defibrillator (AED) heart restarter to help someone with a cardiac arrest.
2,000 deaths in Singapore result from out-of-hospital cardiac arrests every year, where a person’s heart stops beating suddenly. The survival chance of a cardiac arrest victim is just 13.8 per cent, according to the Singapore Heart Foundation.
With every passing minute, the victim’s survival rate drops by 7-10 per cent if nothing is done to restart the heart while waiting for an ambulance to arrive. The high fatality rate is likely attributed to the fact that just 20 per cent of bystanders are inclined to perform CPR and to use an AED when they encounter a cardiac arrest victim, due to the lack of knowledge or confidence to administer the techniques.1
Woon Saet Nyoon, Chief Executive, Temasek Foundation Cares, said: “The Restart A Heart programme is part of Temasek Foundation Cares’ efforts to equip Singaporeans to stay prepared for emergencies. When the heart stops, the best way to raise the chances of survival is to begin chest compressions as soon as possible, and to get an AED Heart Restarter to bring the heart back to a normal rhythm. We are glad to partner SPH in spreading this urgent message to our communities and encouraging them to be equipped with life-saving skills.”
The campaign is running across SPH’s print, digital, radio and outdoor media with a combined reach of more than 2 million Singapore residents aged 25 and above.
Jeff Cheong, President of Tribal Worldwide Asia and Head of Tribal Worldwide Singapore, said: “The creative concept of the campaign centres around using different mediums to its fullest potential, to educate people on how to restart a heart and help save lives. Here at Tribal, we believe in the importance of knowing how to restart a heart, and the proper chest compression procedures. We think that this campaign, for Temasek Foundation Cares and Singapore Heart Foundation, really demonstrates this to the people of Singapore in an interesting and relatable manner.”
Readers of The Straits Times would have noticed that the Life section on 26th September had a 4pp cover wrap with the bold headline “This Newspaper might just help you save a life”. Inside, the cover contained information on the 1-hour Restart-A-Heart programme and instructions on how to restart a heart.
Across SPH digital news sites, display banners are served through audience and contextual targeting to reach the right audiences, and subscribers to SPH’s EDM would have received a digital copy of the life-saving instructions.
One FM 91.3, Kiss92, and UFM100.3 radio stations are conveying the campaign message through commercial spots with the sound of a metronome at 110 beats per minute (bpm) and by playing song segments within 100 -120 bpm - the speed required to pump a cardiac arrest victim’s chest if you were to perform chest compressions.
SPHMBO’s exclusive site, Ocean Financial Centre, is supporting the campaign with a wall panel display along their underground pedestrian linkway where the life-saving instructions are displayed as removable posters for passers-by to take one for keepsake. The Be a Hero campaign video is being played across outdoor digital screens at Chevron House, 313@Somerset, HDB Hub and Parkway Parade.
Since the campaign’s launch on 25 September, 256,031 people now own a copy of the life-saving instructions. As of the time of writing, visits to Singapore Heart Foundation’s website have increased by more than 11 times during the campaign period, compared to the previous month.
Elsie Chua, Chief Marketing Officer, SPH, said: “We are delighted to have the opportunity to support this cause through the use of SPH integrated media and to communicate the importance of learning how to restart a heart.”
In order to equip Singapore residents with the life-saving techniques, Singapore Heart Foundation has prepared a 1-hour course, where participants can learn chest compression and how to use an AED heart restarter.
To sign-up for the 1-hour course, please email firstname.lastname@example.org or call 6354 9379/73.
For more information on Singapore Heart Foundation’s programmes, visit www.myheart.org.sg
1 Hello, are you okay? (Singapore Health Issue, March-April 2015, Pg 3-4), Singapore General Hospital Newsroom
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About Singapore Press Holdings Ltd
Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) is Asia’s leading media organisation, engaging minds and enriching lives across multiple languages and platforms.
The English/Malay/Tamil Media group (EMTM) comprises the print and digital operations of The Straits Times, The Business Times, The New Paper, Berita Harian, Tamil Murasu, tabla! and their respective student publications. It also includes subsidiaries book publishing arm Straits Times Press; SPH Data Services, which licenses the use of the Straits Times Index in partnership with the Singapore Exchange and FTSE-Russell Ltd; financial data company ShareInvestor; the two English stations of SPH Radio - Kiss92 and ONE FM 91.3, and SPH Golf (including SPH Pacom Ltd).
The Chinese Media group (CMG) publishes three Chinese newspapers in print and digital format - Lianhe Zaobao, Lianhe Wanbao and Shin Min Daily News; four student weeklies - zbCOMMA, Thumbs Up, Thumbs Up Junior and Thumbs Up Little Junior, and ZBBZ Newsgazine. It also operates SPH Radio's Chinese radio station, UFM100.3, and Focus Publishing, which produces a range of books and magazines including U-Weekly.
SPH's other digital media initiatives include AsiaOne, Stomp, zaobao.sg and zaobao.com.
On an average day, 2.5 million* individuals or 59 per cent of people above 15 years old, read one of SPH's news publications in print copies or one of our digital platforms. (* Nielsen Media Index 2016, Monday-Sunday, read any SPH newspapers in print or digital format)
SPH Magazines, SPH's wholly-owned subsidiary, publishes and produces about 80 magazine titles and has various online sites, like hardwarezone.com, herworldplus.com and luxuryinsider.com in Singapore and the region, covering a broad range of interests from lifestyle to information technology. It has also invested in digital newsstand Magzter.
SPH also provides out-of-home (OOH) advertising options where it manages large format screens and static billboards at key locations in the Central Business District, Orchard Road, City Fringe as well as major heartland hubs.
SPH Buzz is a modern retail convenience chain with a network of stores around the island.
SPH REIT is a Singapore-based REIT established to invest in a portfolio of income-producing real estate primarily for retail purposes. SPH REIT comprises Paragon, a premier upscale retail mall and medical suite/office property in Orchard Road and The Clementi Mall, a mid-market suburban mall in the centre of Clementi town.
The Seletar Mall, located in Sengkang, is SPH's latest retail development. This property is a potential asset to be injected into SPH REIT. SPH’s wholly-owned subsidiary, Times Development Pte Ltd, also developed a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.
SPH’s online classifieds include the leading online marketplace for jobs (STJobs, FastJobs), property (STProperty), cars (STCars) and general classifieds (STClassifieds), sgCarMart and StreetSine.
SPH's regional joint venture online classified business has a number of leading online classified sites in the region.
Events and Exhibitions
Sphere Exhibits, Sphere Conferences, Exhibits Inc and Bizlink Exhibition Services organise innovative consumer and trade events and exhibitions as well as large scale conferences in Singapore and the region.
HealthcareSPH owns Orange Valley which operates nursing homes.