Pass The Pump Movement

I partnered with the American Heart Association to raise public awareness and shape strategy around CPR education.

Our research revealed a key insight: most people agree that in an emergency, doing something is better than doing nothing. Yet most freeze — not from indifference, but from a lack of exposure, urgency, or confidence.

This led to our central question: How can we educate citizens on CPR and inspire them to actually learn the skill?

Be A Hero Campaign

"Be a Hero" focuses on empowering the population to learn CPR through heroic imagery. The campaign is aiming to inspire action, even providing a direct link to certification classes through AHA Atlas. The CTAs direct viewers’ attention to learning CPR with catch phrases like “lock in” and “pass the pulse,” phrases derived from our previous iterations.

Pass The Pulse Social Campaign

Pass The Pulse is an Instagram carousel campaign designed around a continuous-scroll format that hooks viewers, educate and builds curiosity with every swipe.