Case Studies

Pedal power to beat 120,000 undiagnosed heart flutters

Challenge: To cut through the large number of charity fundraisers to promote the annual Paceline cycling event and raise awareness of heart arrhythmias – conditions which are largely perceived as quite ‘niche’ and predominantly the domain of the elderly.
Strategy: Broaden interest in heart arrhythmias by highlighting that people of all ages can be affected and using the personal experiences of two Paceline riders diagnosed at an early age as case studies. A call to action was issued, urging people to have a pulse test next time they see their doctor.
Results: The media relations campaign delivered significant coverage across mainstream metropolitan, regional and suburban media outlets, as well as cycling, charity and health publications. Reporting focussed on the prevalence of heart arrhythmias in people of all ages and highlighted that a simple pulse test is the first step to finding out if an individual is affected.