Harnessing Authentic Storytelling: A View From A Bridge & The British Heart Foundation
By eight&four
We partnered with 'A View From A Bridge' to develop a creator-led storytelling approach which achieved record levels of engagement for The British Heart Foundation's CPR awareness drive.
The Challenge
For the British Heart Foundation, Heart Month is a pivotal period for raising awareness around CPR training. Traditional PR tactics, such as BBC appearances and press coverage, were effective but limited in reaching younger, digitally native audiences who engage primarily with social-first content.
The challenge was to create a low-budget, high-impact campaign that would raise awareness of the RevivR tool—an online platform offering CPR training in just 15 minutes—by leveraging culturally relevant content to engage new audiences.
The Insight
Within the third sector, authentic and relatable storytelling is more impactful than heavily branded campaigns, where the cause is often bigger than the brand. By collaborating with a trusted creator who had already established credibility with their audience, the British Heart Foundation could deliver a compelling message that felt organic and genuine.
A View From A Bridge, known for its candid, phone-based conversations that spark meaningful discussion, was the perfect partner to deliver a CPR awareness message with emotional resonance and authenticity.
The Solution
Recognising the power of A View From A Bridge’s format and audience, we developed a co-created activation during Heart Month that would leverage their storytelling expertise.
Creator Selection: We identified, vetted, and managed the collaboration with A View From A Bridge, a viral social account known for sharing candid conversations over the phone.
Content Creation: A 90-second video featuring Charles Leonard, a runner who survived a cardiac arrest, filmed on a bridge in Canary Wharf. As Charles recounts his experience and recovery over the phone, the camera gradually zooms out, adding emotional weight to his plea for the public to learn CPR.
Platform-Native Integration: Using Instagram’s collab post feature, we ensured that the partnership felt genuine and unobtrusive while providing subtle visibility of the official collaboration.
The Impact
The campaign produced outstanding results, proving the value of creator-led storytelling for The British Heart Foundation:
300K views within month 1
10K engagements
500 saves, showing genuine interest and intent to revisit the content
3.3% engagement rate, well above typical benchmarks
