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25th January, 2019 in Biography & Memoir, Local & Family History As the national poet of Scotland, Robert Burns has naturally been eulogised, canonised, mythologised and, at times, sanitised.
For me, 2025 will be the year we change how we look for inspiration. As an agency, we’re built on the simple idea of Relative Advantage—looking at what others do and then going all-in to explore the opposite. The idea is that this approach propels us further into clear media space or creative territory than if we’d simply attempted a tweaked facsimile of what others had already tried. But the gravitational pull of other great campaigns is strong.
This case study demonstrates how the British Heart Foundation (BHF) charity combined a well-known celebrity, catchy song and easy-to-remember formula to increase the likelihood of the British public trying cardiopulmonary resuscitation (CPR) in the event of a cardiac arrest.
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
