Across the heartlands, the people with the highest propensity to cardiac failure are the elderly, and those who happen to be in closest proximity to them are their retired contemporaries.

Despite there being AEDs or ‘automated external defibrillators’ such as Philips HeartStart situated in most public spaces around Singapore, most bystanders are not equipped with the necessary confidence to use them.

As the brand with the ethos - There's always a way to make life better - Philips embarked on a mission to make an even bigger difference.

To launch the movement, we first recruited 33 retirees from different communities to be the first class of retirees that will be trained as rescuers. To reinforce credibility, Philips partnered with Singapore Heart Foundation's instructors to do so. The experience, the ease of learning, and the sense of achievement enjoyed by the pensioners as they become officially certified AED + CPR providers was captured on our launch film. Which was used between 20 April - 25th May across social media buys, display ads, outbrain articles, and YouTube discovery to introduce the movement to Singaporeans. In return, inspiring and enabling more retirees to step forth and join the retiree rescue movement. Which was a simple registration on Philips HeartStart registration site. Four hours worth of training which typically costs up to $109 with Singapore Heart Foundation would be fully sponsored by Philips.