Leith Agency creates The Extra Time Badge, helping guide people through the key steps of CPR.
Each year in the UK there are over 30,000 cardiac arrests outside of a hospital setting, with 40% of these in people under the age of 18. When suffering Cardiac Arrest, for every minute without CPR and de-fibrillation, a person’s chance of survival decreases by around 10%. Yet despite this, over 38%
of adults in the UK are unlikely to perform CPR because of a lack of education.
With high profile incidents at football matches, the quick intervention of medical professionals have helped save lives. But at grassroots football up and down the country there are more incidents, and without the presence of medical experts then players lives are left to chance.
The Extra Time Badge aims to change this.
Placed on football shirts, the Extra Time Badge acts as a prompt of where and how to perform the life saving techniques. The badge contains key information to help people learn about giving CPR. When CPR is needed, the badge is there to help guide them, with the information they need at the most critical time. Free to order, the project looks to educate and raise awareness in as many grassroots clubs as possible.
The initiative also acts as a platform for survivors of SCA to share their story as a way to help show how important every minute can be.
John McPartland, Creative Director – Health, Leith: “Every week we’ve spent working on the campaign there have been incidents around the country where CPR could have saved somebody’s life, and this drove us forward constantly. This is not your traditional awareness campaign – we wanted to produce something that can actually help people, at the exact moment when they need it most.”
The badge has been endorsed by clubs and leagues across the UK, with thousands already being distributed.
“This is one of those incredible ideas that you think it is so obvious yet also brilliant you question why no one has thought of this before. One badge could save a life. It doesn’t get any more profound than that.” – Peter Prickett, Senior Sports Coach, Brentford Community Sports Trust.
Putting their rivalry aside, Edinburgh teams Hearts and Hibs helped launch the campaign at the fierce derby, wearing the badges on kits.
Greg McEwan,Commercial Director, Hibernian FC commented: “Having the Extra Time badge on our shirts in the place where CPR should be performed sends out a really powerful message and will hopefully educate supporters, young footballers, coaches and parents on the key steps of CPR.”
You can order your badges for free from ExtraTimeBagde.com
