Title	PHILIPS "HEALTH FOR LIFE"
Brand	PHILIPS ITALIA
Product/Service	PHILIPS FOUNDATION
Category	A07. Charities, Public Health & Safety, Public Awareness Messages
Entrant	KETCHUM PR Milan, ITALY
Idea Creation	KETCHUM PR Milan, ITALY
PR	KETCHUM PR Milan, ITALY

Name	Company	Position
Cristina Risciotti	Ketchum Italy	Chief Knowledge Officer / Business Director
Marzia	Ongaretti	Account Director
Tiziana Bariselli	Ketchum Italy	Account Executive

The Campaign

“Save a child, save the world!” What is the most precious legacy for a community? Future generations. Thus, awareness and prevention need to start with children and youth, because no one is immune. Every year, data show that 10 children out of 100.000 suffer from heart attack. The creative idea was to create a program with a strong business proximity beyond the Italian “Balduzzi” Law requiring AEDs for both professional and amateur sport clubs. Philips committed to make first cardio-shielded all the parish recreation centers in Monza, ensuring capabilities in case of emergency. In fact, parish recreation centers are important social gatherings for children and youth, where they practice sport activities. The program combined donations of AEDs to the parish recreation centers , with an awareness program on good prevention and health habits for children, youth and educators.

Execution

External launch. A local and national press conference launched the project. During the press conference Philips has donated the AEDs. Internal launch. The project was presented to Philips’ employees with a workshop facilitated by a key opinion leader nutritionist, Evelina Flachi. In the parish creative centers, the Key health food specialist Elena Zanotto organized creative kitchen trainings for children. The volunteers of Italian Red Cross has shown to children, first aid activity and the importance of AEDs when needed. Philips employees volunteers were engaged to support the educational activities. The local association Brianza per il Cuore managed the professional training for AEDs use to the parish recreation centers educators. Local and national journalists were invited to assist to the workshops in the parish recreation centers.

Tier 1: Outcomes/awareness • 1350 people engaged, of which 1200 children • 100 Philips employees involved in the volunteer activities • 10 parish recreation centers involved in the workshops • 15 days of training offered by the Italian Red Cross • 30 educators of parish recreation centers trained for a professional use of AEDs Tier 2: Knowledge/consideration: significant local and national coverage, 20 journalists participating at the press conference Tier 3: Output: 30 AEDs donated to Italian Red Cross, Brianza per il Cuore, and the parish recreation centers

The Situation

Cardiovascular disease is the leading cause of death in Italy and worldwide. Main reasons are wrong lifestyles, bad eating habits, and lack of physical activities. Being aware of the risk factors can help to prevent them or at least face them proactively. With the project “Healthy for Life”, Philips Italy aimed to make the city of Monza - where it is headquartered - the first cardio-shielded local community in Italy. Philips Foundation supported an awareness and prevention project, in partnership with the Monza chapter of the Italian Red Cross and the local ONG Brianza per il cuore.

The Strategy

The program wanted to strengthen Philips’ local community capabilities of Monza, to cope with cardiovascular diseases, thanks to the support of Philips Foundation. Thanks to Philips, the local chapter of Italian Red Cross has donated an AED to the parish recreation centers in Monza, and it has organized education training for the educators in collaboration with local ONG Brianza per il Cuore. In addition, Philips has created an edutainment workshops on good health habits for the children and the youth of the parish recreation centers. Promoting healthy heating habits and practicing regular physical activity are fundamental pillars of the program. The awareness program for prevention with the promotion of a healthy lifestyle has been developed by Philips in collaboration with the Italian Red Cross.