Muse spoke with John McPartland, Creative Director of Health at Leith, about creating a product he hopes no one will have to use.
Muse: How did you come up with the idea?
John McPartland: The initial idea came about after the horrific incident everyone witnessed with Christian Eriksen in the Euro finals last year. After watching the incident unfold and talking to friends and colleagues who work with grassroots clubs, it became clear that it was nothing out of the ordinary. While professional footballers have instant access to medical experts, this is not always the case at local level. The idea has gone through various iterations, but fundamentally it’s always been how do you create something that will give so many people the confidence to perform CPR when needed?
Is it for a particular client or a personal, passionate project?
It started as a passion project, and as we developed it, we talked to various clubs and leagues to get their support. The idea is to make the badge as inclusive as possible; any sports organization can participate and use their platform to reach as many people as possible. As long as you have a shirt, you can wear the badge.
Is it for athletes of all ages?
Everyone from 8 years old.
What is the overall objective of the campaign?
To get the badges on as many shirts as possible. It sounds simple, but there is no way of knowing who may be suffering from GBA, so the more we communicate about it, the more likely we are to help someone. In addition to getting the badges on people, we really hope that more people will participate in comprehensive first aid training so that confidence in performing CPR increases. We also want to use the campaign to give people who have experienced SCA a platform and a voice to tell their story. What’s weird is that we’ve created a product that we hope no one will ever have to use.