Raising Public Awareness About Sudden Cardiac Death Small

defi.roteskreuz.at

Raising Public Awareness about Sudden Cardiac Death

Gerald Czech, Austrian Red Cross, Marketing&Communications

2defi.roteskreuz.at

Is Altruism a part of actual European lifestyle concepts?

3defi.roteskreuz.at


Redcross

First-Aid Survey Austria 2006

„Think about an accident or about a medical emergency. Would you say, that you are able to provide first aid?

…

by all means

„Auf jeden

Fall!“

27… I think so

„eher doch“

32

… maybe not

„eher nicht“

29…

surely not

„sicher

nicht!“

10

No answer

2

Market BM259, May 2006, n=501

4defi.roteskreuz.at


Reality?

A spotlight survey by the Austrian Red Cross and the Austrian Road Safety Board in April 2007 showed that more than ¾

wouldn‘t provide First Aid being afraid of making mistakes. (KFV, Spotlight Erste

Hilfe

2007)

Austrian Red Cross‘

medical emergency service estimates the number of people doing first aid on spot to be about 10%. (Austrian Broadcasting Cooperation, Ö1 Morgenjournal

1. 9. 2007)

5defi.roteskreuz.at

Turn the tables!If we cannot change people‘s lifestyles, we should create a stylish product to communicate with. The lifesaving awareness about this product’s usage will arrive automatically afterwards.

6defi.roteskreuz.at

The campaign-setting

The world is multidisciplinary, as life is. Therefore, the basic approach to establish the usage of defibrillators in Austria as a gold standard of first aid in cardiac arrest situations was also designed multidisciplinarily

.

Emergency MedicineMarketingGeneral ManagementCommunicationsPedagogicsLogisticsJournalismPolitics…

7defi.roteskreuz.at


In 2002 the Austrian Red Cross prepared an „all inclusive“

defibrillator-

package for business companies including consulting, training, the defibrillator itself and psychosocial support if needed.

8defi.roteskreuz.at


In 2002 defibrillator training is implemented in all first aid training curricula by the Austrian Red Cross.

9defi.roteskreuz.at


A scientific research design was established by researchers from Austrian Red Cross.

10defi.roteskreuz.at


ORF’s

(Austrian Broadcasting Cooperation) Chief executive was personally interested in a broadly based “public value”

campaign about defibrillator usage. A network of suppliers consisting of decision makers in Austria’s business was founded to cover the production costs.

Austrian chamber

of commerce


Defibrilli… What?

That was the first question being raised about the complicated medical-latin

name

of the „life-saver“. We used this effect in TV and Radio-spots for the campaign in 2003.


The campaign 2003

One month of nationwide broadcasting in television (51 spots) and radio (41 spots) raised awareness for defibrillation.

Radiospot 1

Radiospot 2

Radiospot 3


Television Spot


The campaign website

Main focal point for internal communication and the coordination of external communication


Evaluation

The Campaign was recognised by more than the half of the Austrian population: 68% of Austrians over 15 years have heard about the life-saving abilities of defibrillators –

a product which was not known at all

before this campaign had been started. (market, 5.2. - 24.2. 2003, n = 1180)

68%

32%

habe schon gehört

höre zum ersten Mal


Survey details - AGE68 32

58%

61%

78%

78%

69%

43%

39%

22%

22%

31%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15 -29

30 - 39

40 - 49

50 - 59

60 +

Have

heard

about

defibrillators Haven‘t

heard

about

defibrillators

until

now


Survey details - EDUCATION68 32

67%

67%

74%

33%

33%

26%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

elementary school

secondary school

University

Have

heard

about


heard

about

defibrillators

until

now


Survey details - Profession68 32

70%

79%

63%

68%

30%

21%

37%

32%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

white-collar worker

executives

blue collar worker

self employed, entrepreneurs

Have

heard

about


heard

about

defibrillators

until

now


Results

About 3.000 defibrillators have been implemented by the Red Cross in AustriaIn 2003 and 2004 there were 63 incidences documented, where defibrillators came in use somehow. More than 20.000 additional first-aid-participants were trained in CPR as part of life-saving defibrillator-packages.


Austrian Redcross‘

2002 defibrillator campaign -

facts

•

By 2002 Austrian Red Cross prepared an „all inclusive“ defibrillator-package for business companies including

consulting, training and the defibrillator itself.•

Internal communication was essential in order to provide all

actors with relevant information about „First Aid Defibrillation“ (we try to avoid the term „lay defibrillation“).

•

The media, especially the campaign-partner Austrian Broadcasting Cooperation (ORF), were essential to get acceptance for these new and completely unknown lifesaving products.


Literature

1.

Fleischhackl R et al.; Resuscitation(2006) May 69(2): 269-275.2.

n.n.(2006):Market survey

BM259, may 2006, slide 1

3.

n.n.(2003):Market survey BM194/BM195, february/march 2003, slide 31

4.

Stefan C and Völker

T (2007): Spotlight Erste-Hilfe, Wien:KfV5.

Weinzierl

B. (2007): Kaum jemand kann Erste Hilfe leisten, radio

report

in: Mittagsjournal, Ö1, 01.09.2007 12:00


Contact

Gerald Czech([email protected])

Austrian Red CrossMarketing and CommunicationWiedner

Hauptstrasse 32

1040 Wien

www.roteskreuz.at

Business

Raising Public Awareness About Sudden Cardiac Death Small