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Gold – Asda and the British Heart Foundation: Saving Lives in Local Communities

Most effective short-term programme

When Asda and the British Heart Foundation teamed up to launch a groundbreaking new health initiative, they weren’t just looking to improve lives – they wanted to save them as well. By investing more than £500,000 to install public access defibrillators and train staff in CPR in each of its 607 stores and depots, Asda is helping to safeguard its employees and 18m customers. This ensures life-saving intervention is never more than a moment away in the event of cardiac
arrest. The rollout, completed three months ahead of schedule, was supported by an engaging, high profile multimedia campaign to generate interest and awareness. The programme has already saved the lives of customers nationwide. Asda colleagues and customers also united to raise £290,000 for the BHF’s flagship campaign, Ramp Up the Red, funds that could potentially save even more lives. As one judge simply said, “A brilliant objective with excellent results.”


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