PHD UK
British Heart Foundation
Gamesquare’s Streams of (Un)consciousness campaign, created for the British Heart Foundation’s (BHF) RevivR CPR training, showcased the innovative use of influencer marketing, earning it the Best Use of Influencer Marketing award.
Targeting Gen Z audiences, the campaign partnered with 14 UK gamers, who ‘flatlined’ their Twitch streams mid-broadcast, mimicking a sudden cardiac arrest. This shocking moment drew immediate attention, after which streamers reappeared to explain the importance of learning CPR, with some conducting live demos. The campaign included a QR code linking viewers directly to BHF’s RevivR training, ensuring audiences could learn CPR while awaiting the stream’s return.
The campaign reached over 714,620 potential new lifesavers, proving its success. Remarkably, a viewer credited the campaign with saving a life, highlighting its tangible impact. This creative and impactful strategy redefined influencer marketing in public health.
Judges Comments
“An outstanding example of a campaign activation. Using new channels to reach their target audience, delivered with an execution that delivered maximum impact. A brave campaign that paid off.”
Deep Dive / Q&A
The Global Performance Marketing Awards 2024 was held in association with ad4mat
