On 26 November 2014, Cardiac Risk in the Young (registered charity 1050845) (CRY) launched a new campaign to demonstrate the sudden, spontaneous and shocking nature of cardiac death in young people – especially in those involved in “grass roots” sports.
The film follows a teenage boy on the rugby pitch in the moments leading up to his sudden collapse on the field in front of team-mates and supporters. Tragically, this mirrors the experience of many bereaved parents who approach CRY for support – and often, seeking answers – in the aftermath of their devastating loss.
It was developed for CRY by David Lynch, an Assistant Producer at global creative agency BBH London www.bartleboglehegarty.com The campaign was funded by a charitable grant awarded to David through BBH`s internal charitable grant scheme. The new campaign sets out to emphasise the importance of cardiac screening amongst young people (that is, aged 14-35) and the need for unexplained symptoms (such as fainting, blackouts and palpitations) to be investigated appropriately and not dismissed.
Every week in the UK, 12 apparently fit and healthy young (aged 35 and under) people die suddenly from a previously undiagnosed heart condition. In around 80% of cases, there will have been no signs, symptoms or warnings – underlining the vital role of caradiac screening. Indeed, CRY`s national screening programme now tests over 15,000 young people every year and it is estimated that one in 300 young people who are tested by CRY are found to carry a potentially life threatening condition.
Sport itself does not cause young sudden cardiac death but intensive physical activity – particularly endurance sports such as rowing, rugby, football and long distance running – can exacerbate an underlying condition.
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Click on the image for detailed campaign results