Every Minute Matters

There are 40,000 out-of-hospital cardiac arrests in the UK each year, with fewer than one in ten people surviving. For every minute without CPR, the chance of survival falls by 10 percent.

‘Every Minute Matters’ began in 2024 as a partnership between Sky Bet and the British Heart Foundation, launched at the Sky Bet English Football League (EFL) Play-Offs in the shadow of Tom Lockyer’s on-pitch cardiac arrest. In the past 18 months, the campaign has scaled into a nationwide movement embedded across football. The partnership broke new ground by infiltrating football vernacular and disrupting the norm to cut-through. We flipped club rivalry on its head, mobilising arch-rival fans to work together on an epic nationwide relay. We changed kick-off times of iconic Play Off Finals to make the campaign impossible to ignore. We reinvented half-time entertainment with the largest ever live CPR demo. We took CPR into millions of homes where fans sit down at Christmas to watch the game with their family, and took defibrillator training out to hundreds of grassroots clubs. Over 480,000 fans have since shown their heart and learnt CPR. The campaign generated more than 2,500 pieces of earned coverage, an AVE of over £20m, a combined reach of 140m and delivered record brand trust and consideration scores for Sky Bet.