Resuscitation Council UK
Aaron’s Heart
Resuscitation Council UK came to us to help launch a PR campaign that helped fill in the CPR knowledge gap across UK parents. After survey results revealed over a third of parents would not know how to effectively give their child CPR, they wanted to create something that would give parents the information they lacked in a creative and accessible way.
- Illustration
- Editorial
WHAT IS IT?
Aaron’s Heart is a fully illustrated story of a young boy who suffers a cardiac arrest and his mother who saves his life. The book also comprises of step by step CPR instructions and key information to prevent cardiac arrest and other injuries or illness in children.
HOW WE DESIGNED IT
The concept was to create a children’s book that could entertain a young audience, whilst also providing vital information to their parents. While the copy throughout the book was written for the average adult, the illustration style was colourful and playful appealing to children. We also had to consider the medical accuracy of the character’s movements, to effectively demonstrate how to do CPR in a safe way.
12,000
Books ordered and counting!
1.39M
Estimated online story views
97
Pieces of coverage
35
Top Tier Coverage
BACKGROUND
With survey results revealing less than a fifth of parents feel they would be able to recognise if their youngster was in cardiac arrest, we identified that the information to potentially save their children’s lives isn’t always readily available to them. For this reason Resuscitation Council UK made the book free to order. We also ensured the format of the book meant that it could be easily carried around thus easy to reach in an emergency.
IMPACT
After the initial project scope of 1000 copies of Aaron’s Heart was quickly sold, the charity are continuing to order further copies of the book to keep up with public demand!
It was a pleasure working with Oath on our book. They fully understood the brief. We wanted to create an educational resource that provided lifesaving information, was accessible and easy to digest. We’re pleased with the final result, and we’ve had over 12,000 book orders in our first two weeks, reflecting how well the book has been received.
Esther Kuku, Director of Communications and Engagement at Resuscitation Council UK
