Tragedy to Triumph: Thoughtful Newsjacking Launches Conference Campaign

The Citizen CPR Foundation has two goals:

1. Train as many people as possible in CPR

2. Install as many AEDs throughout communities, businesses and homes as possible

That's because someone experiencing sudden cardiac arrest can only be revived by CPR and a defibrillator, which is necessary to restart the person's heart.

How Tragedy Shifted a Marketing Strategy

On the evening of January 2, 2023, a Monday Night Football match-up was brought to a terrifying halt when the Buffalo Bills' Damar Hamlin collapsed on the field after sudden cardiac arrest. A quick-acting medical team used CPR and an AED, saving Damar's life. He recovered and remains an active NFL player.

I worked with CCPRF from 2017 to early 2025 to develop and implement marketing strategies that raise awareness of the foundation and its work, provide bystander education and showcase their marquee event, a conference held every two years called the Cardiac Arrest Survival Summit.

Damar's collapse occurred at the beginning of a conference year. As live television coverage unfolded, our team began discussing a possible social media response and how to react to this very public occurrence of SCA.

My journalism background kicked in to monitor media coverage and, over the coming days, lead a social media strategy that emphasized care of and support for Damar, answering common questions and identifying CCPRF as a dependable resource for CPR and AED information and training. We proceed carefully and with intention, collaborating with our client every step of the way and bringing authentic empathy to every post and interaction.

CASS is the largest gathering in the world of people who share a focus on improving SCA survival rates. Attendees include bystanders, survivors, researchers, doctors, community leaders, advocates and first responders, which presents an appealing challenge to deliver a multifaceted conference marketing strategy that speaks to each of these audience groups while also reinforcing the Foundation's core brand and messaging.

As 2023 unfolded, our marketing team embraced even more of an action-first approach to our conference promotion. A combination of social media, email, paid and outreach marketing identified CASS as the best place to learn how to save more lives from SCA.

Maintaining Momentum at the Conference

Damar's medical emergency prompted increased widespread action from the NFL, including AED installation at stadiums and player-led community CPR trainings. Foundation leadership developed a partnership with the NFL, leading to a conference keynote from Jeff Miller, NFL EVP of Communications, Public Affairs & Policy, and Jonathan Drezner, Seattle Seahawks team physician.

Damar Hamlin was inducted as a member of that year's CCPRF 40 Under 40 Class, an initiative focused on recognizing young survivors, advocates and professionals who actively work to improve survival rates.

Our unwavering focus on SCA, CPR and AED education brought additional purpose to that year's on-site conference marketing, including robust, multi-channel social media management that included live conference coverage. Two key outcomes:

The Glaucomfleckens appeared as CASS keynote speakers. They bring a combined social media following of more than 135 million people worldwide. Dr. Glaucomflecken (Will) is an ophthalmologist and an SCA survivor; his wife, Lady Glaucomflecken (Laurie), saved his life by delivering 10 minutes of unceasing chest compressions. Sharing their dramatic and emotional keynote brought another dimension to the role of an unsuspecting bystander; additionally, their prolific online presence expanded CCPRF's followers, reach and engagement. Personally? I will carry the memory of hearing Laurie's frantic 911 call with me forever and have used what I learned here to educate friends, family and colleagues about bystander action.

Employees at the conference host hotel were so inspired by conference programming and attendee interactions that a group of more than 30 employees gathered on their day off to voluntarily learn CPR. PRESTAN Products donated several training manikins to the hotel, and all employees were paid for their time. I covered the event as an on-site reporter, conducting interviews and taking photos and video. That content was added to the brand library for post-conference marketing use.

Results:

• Exceeded client's registration goal

• Diversified the conference revenue stream by expanding a successful social media takeover sponsorship that I piloted at CASS 2021. I worked with the 2023 sponsor to showcase their conference participation and also lean into our education team, filming and sharing videos of the team offering bystander and CPR tips.

• Our on-site content team collected a wealth of photos, videos, notes, stories and tips to help inform the next year's marketing strategy in a non-conference year, when the goal shifts from conference registrations to brand awareness and fundraising.

• Ascended a scissor lift for the first time to capture content

• Implemented a successful paid campaign targeted to San Diego-area residents with an exclusive day rate, resulting in dozens of last-minute attendees.

My Responsibilities:

Project and team management, content strategy and creation, email marketing (creation, layout, deployment), data analysis, website updates, social media content creation and management, monthly client reporting, paid ad creation, on-site PR support