Boom!’s Justin Crosby created the partnership between Philips and heart screening charity Cardiac Risk in the Young (C.R.Y.). The sponsorship and partnership activation played a major role in Philips’ Health and Wellness brand positioning programme in the UK. The activity has been adopted as a best in class case study in Philips’ global brand campaign and continues to benefit hundreds of UK children who are diagnosed with treatable heart conditions.

Philips worked with CRY’s ambassadors including David Walliams to take the issues of Sudden Cardiac Death to a wider audience and the campaign kicked off with coverage across all majort broadcast channels including Sky News, Channel 4 News and BBC.

Elite athletes Rob Hayles, Karen Pickering and Mark Foster helped launch the subsequent Save Our Athletes Research Project, a 5 year inclusive athlete cardiac research study lead by CRY. By concentrating on all elite athletes, CRY will be able to gain a broader understanding of the effects of heavy and light exercise on the heart, supported by Philips.

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