Rarely does a non-profit have a media/cultural moment that matches that of NFL Defenseman’s near death experience on the football field. With Damar Hamlin’s partnership with the AHA, we were able to work intimately with Damar to bring urgency, emotion & a call to action to his story. The goal was to spread the message that empowers everyone to save a life through CPR education. We created films, social cuts, PSAs and ancillary content that released across talent, brand channels, as well as broadcast in a timely & contextualized fashion.