
City & Guilds
Shaping the UK skills agenda
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CellAED is the world’s first personal, portable, smart defibrillator, manufactured by an Australian start up. We supported them with a media and stakeholder engagement programme to launch the brand in the UK.
As CellAED’s eyes and ears on the ground, we developed all messaging for the UK market whilst facilitating conversations and building relationships with key stakeholders including St John Ambulance.
We recruited a brilliant young cardiac arrest survivor to act as a brand ambassador alongside RRR’s Chief Medical Officer for a media-first launch of the product. Consumer research gave us powerful data on defibrillator use and cardiac arrest awareness to use as a hook for media.
An impactful launch led to national broadcast, print and online coverage, including a breakfast slot on Sky News and features on LBC Radio and Sky News Radio. Coverage for the launch can be directly attributed to sales of CellAED.
We facilitated conversations with major UK organisations including St John Ambulance, Resuscitation Council UK and the British Heart Foundation. Plus we secured an earned slot at WIRED Health to exhibit the device to an engaged audience of tech enthusiasts and healthcare professionals. On top of this we created a bank of campaigners who now support CellAED as influencers.
A significant piece on CellAED in The Times over the Easter bank holiday weekend drove sales of over Aus $100k in a two-day period.
of sales from PR coverage