On January 2nd, 2023, Buffalo Bills safety Damar Hamlin suffered a cardiac arrest on national television, abruptly highlighting the desperate need for life-saving training and devices in sports. With 75% of youth sports fatalities being cardiovascular-related, the reality demanding immediate action was stark. As the leading health care organization in Western New York and Western PA, Highmark stepped up to advocate for preventative health and mitigate these risks.
Shared goals build unshakeable communities. Audiences want more than standard coverage: they want the confidence, education, and tools to feel unstoppable.
By joining forces with our pro sports partners, we set out to increase AED availability, raise awareness, and drive deep community engagement through a fun, high-energy experience.
We brought this mission to life by bridging health education with local sports culture. Partnering with the Pittsburgh Pirates, we transformed the stadium footprint into an interactive health hub. The centerpiece of the activation was a stationary bike that tracked the miles participants pedaled, using that collective kinetic energy to literally “charge an AED.” This physical touchpoint turned passive baseball fans into active, empowered lifesavers, proving that hands-on community involvement is the strongest driver for heart health awareness.
In partner with our sports partners, Highmark Health will match and donate as many AEDs as possible to local youth athletics facilities.
To ensure the momentum and education continued long after the final inning, we provided thoughtful, interactive takeaways that reinforced the campaign's life-saving message: Custom-designed heart-shaped stress balls that would help mimic the amount of pressure needed to do chest compressions during CPR.; Quick reference CPR instructional cards; Campaign stickers to reward and celebrate community participation.
Through timely action and strategic partnerships, we successfully transitioned Highmark Health from a reactive insurance provider into a proactive champion of community safety. The campaign proved that when you stop talking at audiences with clinical jargon and start building hands-on, high-energy experiences, you don't just build brand trust—you actively equip a community to save lives.
life-saving AED units successfully funded and distributed directly to local youth sports facilities and high schools.
total miles pedaled by participating fans at the stadium activation, transforming their physical kinetic energy into tangible community donations.
custom CPR-practice stress balls and quick-reference instructional cards distributed, putting accessible, life-saving education directly into the hands of the local community.
