500 TIMES | THE SCOTTISH GOVERNMENT
A campaign ideated while working at The Leith Agency
The Scottish Government and Save a Life wanted a 'very Scottish way' to help people memorise the basics of cardiopulmonary resuscitation (CPR) and feel confident about performing it. My teammate and I proposed to borrow The Proclaimers’ iconic hit that happens to have the perfect rhythm for CPR. The client loved it, but the final video was ideated and filmed once we had left the agency. Therefore, it doesn't entirely reflect our creative direction for the execution. The original lyrics, though, were kept just as I wrote them.
When I wake up, well, I know I'm gonna be
I'm gonna be the one that you want next to you
'Cause if you fall down, well, I know I'm gonna be
I'm gonna be the one who calls for help for you
And while you lie down, and I can't hear your heart and breath,
I'm gonna be the one giving CPR to you
And with my two hands in the middle of your chest
I'm gonna be the one to sing and press on you
And I will press 500 times,
and I will press 500 more,
just to be the one who saves you
'till the ambulance comes to your door
WHY I'M PROUD OF IT
Love it or hate it, everyone in Scotland was talking about it (and learning how to save lives).
96% of the reached audience said they would now rather attempt CPR than do nothing.
It doesn’t happen every day to be an intern team and see your song get almost 2 million views and be mentioned by the BBC, The New York Times, The Independent, The Scotsman, The Sun, The Daily Mail, and more.