Bauer Media turns outdoor media into life-saving CPR network

Bauer Media Group has entered a partnership with Resuscitation Council UK to raise awareness of cardiopulmonary resuscitation, address inequalities in cardiac arrest survival, and improve access to defibrillators across the UK.

The collaboration brings together Bauer Media Group’s Outdoor, Publishing and Audio businesses, using their combined reach to share practical guidance and place life-saving equipment in public spaces.

Turning media platforms into emergency resources

Bauer Media Outdoor is installing defibrillators in selected communication kiosks nationwide and in bus shelters in Portsmouth. Each device is clearly marked and registered on The Circuit, the UK’s national defibrillator network, allowing emergency services to direct bystanders to the nearest available unit.

To support immediate action, QR codes linked to Resuscitation Council UK guidance are being added to relevant kiosks and shelters, offering step-by-step information on performing CPR and using a defibrillator. A nationwide out-of-home campaign is also planned for later this year, running across digital screens.

Bauer Media Publishing has rolled out Resuscitation Council UK advertising across its magazine and digital portfolio. The activity spans lifestyle, entertainment, automotive and leisure titles, including TV Choice, Take a Break, CAR and Today’s Golfer, as well as digital placements across brands such as Grazia, Closer, Mojo and Empire.

Bauer Media Audio will extend the campaign later this year through creative executions on radio stations including Greatest Hits Radio, Magic and Jazz FM, taking CPR awareness to audiences nationwide.

Addressing gaps in cardiac arrest survival

The partnership is positioned against a backdrop of significant disparities in cardiac arrest outcomes. Each year more than 40,000 people experience an out-of-hospital cardiac arrest in the UK, yet fewer than one in ten survive. Survival rates are lower in more deprived communities, where CPR is less likely to be performed.

Data from Resuscitation Council UK shows that over a third of UK adults have never received CPR training. Among some ethnic minority groups, only 22 percent have received training in the past decade, compared with 41 percent across the wider population.

Placing defibrillators where they are needed

As part of the initiative, Bauer Media Outdoor will work with partners to prioritise the placement of defibrillators in underserved areas. The aim is to improve availability in locations where the need is greatest, while continuing to highlight inequalities in access to training and equipment.

The collaboration also includes a CPR awareness programme for Bauer Media Group employees across all three businesses, with the intention of building internal capability while supporting wider public impact.

James Cant, chief executive officer, Resuscitation Council UK: "Survival from cardiac arrest shouldn't depend on your postcode or your background. This partnership with Bauer Media Group is a bold step towards changing that - putting defibrillators where they’re needed most and empowering more people with the knowledge and confidence to save a life when every second counts."

Simon Kilby, managing director, Bauer Media Advertising: "Bauer Media Group’s reach spans millions of people every day in print, on air, and out on the streets. That gives us a unique opportunity, and a responsibility, to use our platforms for good. Through this partnership with Resuscitation Council UK, we’re embedding life-saving tools into everyday infrastructure and communities, while giving people the confidence, knowledge and access to act when every second matters."

www.bauermedia.com

www.resus.org.uk

Follow Marketing Report on LinkedIn