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British Heart Foundation (BHF) and Sky Bet have enlisted the help of actor and former professional footballer Vinnie Jones to educate the public on the importance of CPR.
In a 90-second spot directed by Johnny Foreigner's Caswell Coggins, the former Chelsea star spreads the word about BHF's free online tool "Revivr," which can teach users how to perform CPR in under 15 minutes with just a phone and a cushion.
The awareness campaign was inspired by a study revealing that an estimated 44% of sports fans have been in a situation where someone needed CPR, many of whom lacked the skills and confidence to perform the life-saving act.
BHF's site also revealed that 42% of fans have not received proper CPR training, while 45% believe they don't have the confidence to do it should they be in a situation.
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Jones himself shares his thoughts on the statistics in a press release:
"Sky Bet’s football fan survey shows that low awareness and lack of confidence is holding fans back from stepping up, but the reality is fans have nothing to fear as learning CPR is simple and easy and only takes 15 mins with the BHF’s online RevivR tool."
The football star continued, saying that out of all his roles on and off the pitch, his team-up with Sky Bet and BHF might be one of his most important roles, as it could really save lives.
Jones also reinforces his commitment to urge football fans to support the "Every Minute Matters" campaign and ask themselves if they will stand by or step up.
The latest initiative from BHF is not the first time the renowned football icon has worked with the British Heart Foundation.
Back in 2012, Jones worked together with the organization to star in its "Hands-Only" CPR advert, with a similar goal of saving lives through CPR.
With a longstanding partnership spanning decades, BHF and its latest work with Jones is a prime example of influencer marketing at play.
Using influential figures to draw attention to a cause is one of the most effective ways to spread awareness and spur action.
Stand Up or Stand by?
Shot at the famous AFC Wimbledon grounds, the short film kickstarts at a football merchandise stand, where Jones is tapped by two men in line growing impatient.
"Come on mate, we haven't got all day," one of them tells the football star, to which he replies with a stern message.
"Every year in the UK, 30,000 people suffer an out-of-hospital cardiac arrest, and only one in 10 survive," he tells the two to their disbelief.
Angered, he grabs a flyer from one of them and begins twisting it with force. Then, he shares with them another shocking statistic: 45% of football fans say they wouldn't be confident performing CPR.
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In what has now turned into a lecture, Jones whips out his phone to show the two the new "free and easy" Revivr mobile app, which can teach users how to perform CPR.
He then goes on to explain how a heart attack could happen to anyone — a mate, a colleague, or even a family member.
"So if you see someone flat out on the deck, what are you gonna do? Are you gonna stand by, or are you going to step up?" he asks them, as he walks away and tells them to enjoy the game.
It seems that Jones is the go-to guy for pep talks. Previously, Jones also starred in a spot for Three UK where he gave a heartwarming talk to the Chelsea Football Club.
Editing by Katherine 'Makkie' Maclang
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