Prayagraj 2019, Chiranjeev Hriday is an India Medtronic ...

Executed at Divya Kumbh – Prayagraj 2019, Chiranjeev Hriday is an India

Medtronic initiative designed with the objective of training people, especially first responders, in the CPR technique

An India Medtronic Initiative to spread awareness around Sudden Cardiac Arrest and CPR

Report by: HEAL Health Connect Solutions

India and Sudden Cardiac Arrest Sudden cardiac arrest (SCA) is a condition in which the heart suddenly and unexpectedly stops beating. If this happens, blood stops flowing to the brain and other vital organs. SCA usually causes death if it's not treated within minutes. There is no clear data available in India; but through studies and by extrapolation, it is estimated that the annual incidence of deaths due to sudden cardiac arrest are around 7 lakhs in the country1,2 and 95 percent of those who experience sudden cardiac arrest die because they do not receive life-‐saving therapy within four to six minutes.3,4 For every minute that elapses after sudden cardiac arrest, the chances of survival diminish by 10 percent.5

Outside of a hospital, Cardio Pulmonary Resuscitation (CPR) is the only hands-‐only technique which can save life of a Sudden Cardiac Arrest patient. CPR, or cardio-‐ pulmonary resuscitation, is simply a technique to help restart a patient’s non-‐beating heart. Hands-‐only CPR can be started instantly and requires the provider to simply push hard and fast in the centre of a patient’s chest, approximately 2-‐2.4 inches in depth. These actions are key in the chain of survival and need to be executed as soon as possible or the victim is likely to die in minutes. Unfortunately, approximately 98% of Indians do not know how to perform CPR. Hence, making it almost impossible for Sudden Cardiac Arrest patients to survive outside of a hospital.

Understanding the Need In India, even a small percentage of population can mean a large number of people. Some studies say that 10.3% of heart diseases related deaths occur due to Sudden Cardiac Arrest. Hence, it is of immediate importance to ensure that first responders like the police officials, fire brigade officials, emergency staff and paramedics and hospital and even the general public at large are well versed in the CPR technique to be able to save lives when an SCA related emergency arises. Hence, the need to spread awareness around Sudden Cardiac Arrest as well as CPR technique is pressing. It is important that the citizens are able to recognize an SCA related emergency and follow the correct steps in order to be able to save patient’s life.

The Concept Medtronic is amongst the leaders in the Indian as well as global medical device industry. They are a renowned name in the doctor community. But Medtronic has often gone beyond the ordinary to become category leaders as well as responsible players in the healthcare industry of India. Hence, a campaign was designed as an initiative of India Medtronic with the objective of spreading awareness around SCA and the role of CPR in saving lives. The concept was to train people – with special focus on first responders – in the CPR technique.

Kumbh as a Platform Kumbh Melas in India are renowned world over. It is a religious event which is celebrated in 4 cities in India at an interval of 12 years. Timing for Kumbh mela in each city is different. The Kumbh mela celebrated after the interval of 6 years is called Ardh Kumbh. This year, the Divya Kumbh 2019 – which is an Ardh Kumbh -‐ was hosted at Prayagraj. Divya Kumbh 2019 was inaugurated on the 14th January 2019 and concluded on the 4th of March 2019. This is said to be the world’s largest human gathering. An estimated 24 crore people took a dip in the holy waters of the sangam during the duration of the Kumbh.

Representatives from 192countries

INR 4,300 Crores allocated 500 shuttle buses 1,22,000 toilets

20,000 dustbins 15,000 sanitation workers 32 Hospitals 50,000 patients

each week

2,000 doctors 22,000 policemen deployed

15,00,00,000pilgrims expected

Kumbh has been used as a platform by multiple brands and organisations to interact on a more personal level with the masses. The platform is so huge and the participants so large in number, that activations at Kumbh become a global case study. Many leading brands have used this platform successfully before. Some of the more popular examples are:

• HUL’s – ‘Lifebuoy se haath dhoye kya’ branded chapattis at the mela • Dettol’s swacchta campaign • Revital branded hanuman chalisa • Telecom giants like Jio, Airtel and Vodafone introducing special plans for Kumbh

darshan Hence, Divya Kumbh 2019 became a unique platform for India Medtronic to initiate the campaign of spreading awareness around SCA and CPR. With the large gathering, the campaign’s reach increased manifolds. Kumbh became a platform to showcase Medtronic as a leader in the heart health space and a concerned player which goes beyond meetings its business objectives to spread awareness around the category in the patient community.

Why Kumbh 2019? Divya Kumbh 2019 is touted to be the biggest Kumbh ever. Kumbh 2019 became the most apt and unique platform to launch Chiranjeev Hriday. The key strengths of Kumbh 2019, Prayagraj were as follows:

• The largest congregation expecting more than 100 million footfalls during 48 days of celebration & festivities (Jan 14 to March 04, 2019)

• The largest Religious & Spiritual Fair (Mela) of the majority Hindus in India• Only event where people come from all corners of India (more than 400 districts, covering all states & Union Territories of India) & represented by NRIs & Spiritual oriented people of all religions from more than 190 countries

World's Largest Human Congregation

• ll section of people from rural to lower strata, BPL, lower middle class, middle class, upper class-‐ rich & poor attend Kunbh with same vigor & dedication, whether it is for taking Shahi Snaan (Holi Bath) or to attend Preachings (Katha) from their religious gurus & seek blessings & forgiveness.

All demographics involved

• The religious & spiritual vigour is so strong that any messaging which is delivered on this platform is expected to be taken much more seriously & followed with much more sincerity & dedication

• This also makes Kumbh the largest platform for Mass visibility & mass awareness at one location in a stipulated time (in this case 48 days to be precise)

High Acceptance of Messages

• It also makes it a platform where a lot of strong Influencer Groups like-‐Babas, Religious Leaders, Akhada Heads (Acharya, Madaleshwars, etc.), This also makes it a strong Influencers Platform attended by strong Influencers Group-‐ the Chief Minister of UP (the host state which is also the largest populated state of India), all the Ministers, MLAs of UP State, the MPs, other Influential Politicians, the Seers & Religious Heads from across the country & the world & Heads and decision makers the Govt Bodies, PSUs & the organizations whom we term as First Responders for CPR Training (our 1st priority target segment)-‐ Police Forces, CRPF, Railway Police, Municipalities, Doctors & Hospital Heads, etc.

Strong Influencers and Stakeholders at one place

Some highlights of the grandeur, reach and impact of Divya Kumbh 2019 are as follows:

Challenges of Kumbh as a platform Although it was a one of a kind platform, with crores of people congregating at one place, there were many challenges as well in execution of the program.

Hence, for smooth and successful execution of the campaign, it was important to ensure that the on-‐ground connect, networking with administration, vendor knowledge, city knowledge, connect with key stakeholders was strong and properly utilised.

Public Transport Crunch•With people travelling from all over the world, public transport to Prayagraj was difficult and expensive.

Traffic Congestion•People travelling with their own vehicles and local means like shared autos combined with large number of pedestrians brought traffic to a standstill despite large number of traffic police to manage it.

Reaching Key Locations•Reaching key locations like sangam, akhadas became very complicated owing to large gatherings, traffic and lack of public transport and traffic movement

Road restrictions•Owing to VIP movements and crowd contol measures, routes were block inside the Kumbh campus making movement even more difficult.

Engaging First Responders•First responders like fire officials, police, traffic police and ambulance were engaged in VIP movements making it difficult to engage them in first responders CPR training

The Campaign – Chiranjeev Hriday CPR is administered to a person whose heart stops beating. Hence, we name this campaign – Chiranjeev Hriday – wishing hearts to keep beating for long. The campaign’s objective was to reach lakhs of people using Divya Kumbh 2019 as a platform with messaging around Sudden Cardiac Arrest and role of CPR in saving lives. Another objective was to create a program which can be showcased to a global audience and replicated in the future at multiple scales. But utilising Kumbh as a platform to launch this initiative was a huge opportunity. Duration of the program: 10th February to 3rd March 2019 We endeavoured to start a movement with this campaign. The focus of the campaigns was to train as many people as possible in the CPR technique. The target groups were:

1. First responders: Police officials, Railway Police Force (RPF), Civil Defence Personnel, Fire Brigade officers were identified, connected with and trained in CPR during the campaign.

2. Special sections like saints and babas were also trained. 3. General public at large was reached out through multiple initiatives as trained in CPR.

Throughout the program we urged everyone to learn CPR and be able to save lives. Hence, the tagline of the campaign was:

‘CPR Seekho, Dil Dhadakne Do’: Learn CPR, Let Hearts Beat Moreover, we also urged everyone who was trained to further train more people in CPR thus taking the message of the campaign to a wider audience beyond Kumbh as well.

Campaign Timeline

8 Feb 2019• Campaign Launch

10 Feb 2019• CPR Express starts touring Kumbh

11 Feb 2019• CPR Training at Netra Kumbh begins

12 Feb 2019• 4 hoardings placed in Kumbh complex

• Nukkad Nataks begins• Training at Juna Akhada

15 Feb 2019• CPR Baba concept introduced in Nukkad Natak

17 Feb 2019• Media Conference for Chiranjeev Hriday

21 Feb 2019• Training of police officials at Thana Akhada

• Training of Civil Defence Personnel

22 Feb 2019• CPR Training for Railway Police Force

23 Feb 2019• Training at ISCON

27 Feb 2019• Campaign branded boat begins tours to Sangam

28 Feb 2019• Training with Robinhood Army

1 Mar 2019• Training with Fire Bridage Officials

3 Mar 2019• Chiranjeev Hriday Rally at Kumbh

Key Innovations

Police, Fire Brigade, Railways, Civil Defence•Engaging First Responders

CPR Baba•Using Influencer of Saints

Nukkad Natak and CPR Express•Infotainment

Hoardings, Jingle, Branding•Visibility

Branded Boat Rides•Local Innovations

Engaging Juna Akhada•CPR trainig in Kumbh's largest akhada

Chiranjeev Hriday Rally•With 100 volunteers

Campaign Activations Multiple tools were employed to reach out to the maximum number of people at the Divya Kumbh 2019 in Prayagraj. Kumbh Mela is a challenging platform. Hence, we kept our options open and evolving as per opportunities to ensure maximum reach and impact of the Chiranjeev Hriday campaign. Partnerships with Akhadas Various akhadas participate in Kumbh every year. These akhadas are led by religious gurus. Although activate throughout the year, Kumbh becomes a place for different religious akharas to congregate and discuss topics of religious and spiritual relevance amongst themselves and then spread the key messages in the masses. Reach and influence of akhadas depends on the size and following of the akhada. We tied up with Juna Akhads, one of the largest akhadas at Divya Kumbh 2019. With support of the akhada administration, we had ease in identifying and connecting with kumbh mela administrations. This was essential for receiving permissions for various activities we had planned to undertake during the mela. Partnership with Trainers People from all walks of life participate in Kumbh. But one of the highest participations is seen from SEC B and C people. Hence, to make our campaign relevant for everyone, it was important to ensure that our CPR trainers were relatable and CPR training sessions easy to understand by one and all. 5 CPR trainers were on-‐boarded for the campaign. The trainers on-‐boarded for the campaign were locals of Allahabad. All the trainers had more than 7 years of experience of CPR trainings. They were practicing as senior paramedics at local hospitals and were qualified CPR trainers with certification from Red Cross.

The trainers were briefed before the start of trainings about the campaign and the training. The CPR being taught to the masses was CPR10 – which is sans mouth to mouth breathing and focuses only on chest compressions. The trainers underwent an orientation about the campaign, role of Medtronic and role of other partners to ensure they are able to interact with the masses in the right manner and able to answer all their questions. The training module was as follows:

Campaign Briefin

g Brief about the campaign and whose initiative it is.

SCA and CP

R Brief about SCA and how it is different from heart attack.

DRS AB

CD: Take yourself

and patient out of DANGERCheck for RESPONSE from patientSEND for helpCheck if AIRWAY is clearCheck if patient is BREATHINGConduct CPRDEFIBRILATION if AED is available

Re-‐Dem

onstratio

n Demonstration with repetition of DRS ABCD

One

on One

Hands On Asking every

one to repeat process on mannequin

Certificatio

n Certification of everyone who cleared the training along with their registration

Permissions from Mela Administrations The mela sees high VIP movement throughout its durations. Top politicians, film industry stalwarts, Members of Parliament, Members of Legislative Assembly, Union Ministers, leaders of opposition parties and many other VIPs visit the mela and take a dip in the holy waters of sangam. Moreover, there is continuous in-‐flow and outflow of devotees and tourists from all across the world. Total number of participants is in billions. Hence, security is a big concern at kumbh. Therefore, any activation or campaign planned at this platform needs days of strategizing to ensure smooth execution. It is also important to get required permissions from relevant administrative departments at the mela. Using our networking and previous connects, we connected with the district magistrate, mela administration and other important stakeholders and received due permissions to ensure smooth execution of the campaign.

Certificate of Training All the people trained during the Chiranjeev Hriday campaign were given a certificate for CPR training. The certificate was validated by Dr. C S Pandav, advisor of the Indian Medical Academy for Preventive Health and former Head of Department of the Centre for Community Medicine, AIIMS, New Delhi and Divya Srivastava, Trustee of HEAL Foundation – an NGO which works to spread awareness around key health related issues in the masses. A total of 7955 certificates were given to people trained during the campaign.

Key Initiatives CPR Trainings at Netra Kumbh Netra Kumbh was a one of a kind initiative organised at Divya Kumbh 2019 by Saksham, Antodya Health Mission, Sir Gangaram Colmet Hospital, National Medicos Organisation and Rajendra Singh Smriti Sevanyas. In Sector 6 of the Kumbh Mela campus, a vast eye check-‐up and free spectacle distribution camp was set up. The camp saw more than 5000 registrations on a daily basis for eye check-‐ups. Optometrists and ophthalmologists from across the country volunteered for the camp. Considering the high footfall at the Netra Kumbh camp, we tied up with them to set up a CPR training area at the camp. The area was covered with branding and messaging of the campaign. Trainings at Netra Kumbh were initiated on 11th of February 2019 and concluded on 2nd March 2019. Every 4403 people were trained in CPR at the Netra Kumbh campus. Process followed for training:

Mobilisation of masses was done through announcements at the Netra Kumbh announcement desk, announcements outside the Netra Kumbh campus, posters etc. Netra Kumbh volunteers also lent their support in telling the attending people about CPR training and urging them to get trained.

Training demonstration given twice

All participants asked to

perform CPR on mannequin

Registration of all those who cleared training

Certificate given to trained individuals

CPR Express, Nukkad Natak and CPR Trainings A mini – truck was taken on rent for the duration of the Chiranjeev Hriday campaign in Kumbh. It was branded with campaign branding and messages. Starting 10th February 2019 till 28th February 2019, the vehicle – termed CPR Express – toured the Kumbh Mela premises urging people to take notice. To make the message more info-‐taining, onboard the CPR Express was a troop of street performers. The street performers rehearsed a script on the subject of SCA and CPR. The script was simple, engaging and also demonstrated when and how to perform CPR. 113 street plays were performed in the duration of 10 days at kumbh mela by the street performers strating 12th February 2019. Moreover, a CPR trainer also toured in the CPR Express along with the street performers. Post the street play, the trainer demonstrated CPR training and trained people. Wire free microphones and speaker systems were arranged for ease of performers and trainers. While touring the mela, the CPR Express also played the campaign jingle, thus, attracting attention of more and more people. Script for Nukakd Natak: Starting Song-‐ Aao aao re bhaiya dikhaye natak-‐2 Natak ye karwa neem sarikha , gaon k budhe hakim sarikha.. Aree hum hai chote tum ho bade tum naatak dekho khade khade.. Paas tumhare hum sab hai aaye..dhyan se sunna jo tumko bataye.. Samaj daar ho tum sab bade...tum natak dekho khade khade........ Sutradhar1-‐(singing)dil to hai dil ,dil ka aitbaar kya keejiye S2-‐arre arre bada dil dila rahe ho ka bhawa,maamla kuch gadbad hai bhai.. S1-‐ arre bhaiya gaane k aage to suno,pahile aake tok diye,samjdaare nahi ho,dekho yaha kitne log khaade hai kitne samjdaar hai,koi nahi toka, tum aake tok diye..dil dila rahe mil mila rahe ho... Aacha aage suno.. Dil to hai dil,dil ka aitbaar kya kijiye,Gar dil jab ruk jaye,to usko daba dijiye.... Dil to hai dil,dil ka aitbaar kya kijiye.... S2-‐ Abe dil ruk jaye tham jaye,ka kahat chahat ho? kuch samaj nahi aaraha,sahi se samjhao.. S1-‐ Dekho bhai sahi se samajna h to pura Natak dekho,samjho aur seekho...pura dekh k jao ghar... Scene Husband-‐ Me nikal raha hoon...meri tiffin aur ghadi leti aana.... Wife-‐ Haan baba bus aagai...(enter with watch and tiffin,with holding small kid) Lijiye pati dev apki ghadi aur tiffin....aacha suniye,wo Raju ki fees deni thi aur padso makaan ka kiraya bhi dena hai,papaji ko bhi money order karna tha...to kal saare paise de dijiyega... H-‐ Haan mujhe yaad h....aaj milegi mujhe tankha to kal k bajaye aj raat he me saare paise de dunga....theek biwi sahiba.... W-‐ ji pati dev..(laugh) aur suniyena,is baar zid kr k mummyji -‐papaji ko yaha lete aaiyega,wo bechare waha gaon me akele hai....humlog yahn... H-‐ Chalo is baar bhi manane ki koshish krta hoon....lekin tum to janti ho unhe gaon me he aacha lagta hai...in do kamro me unhe ghutan si hoti hai.....papa se me baat krta hoon......chalo nikalta hoon(kisses kid and started moving)

W-‐Arre tiffin le lijiye......(handover to husband) (Husband starts bike & proceed to office) S1-‐Dil hai ki manta nahi.....oooo dil hai ki manta nahi Kabhi,kahin bhi iski gati tham jaye ,ye koi jaanta nahi.....(song is related to theme,silence will be boring.....just after “janta nahi” husband will fell, on the way from bike) (Suddenly husband fell down) Common man –Arre ka ho gya??bhaiya utho kahe gir gye??bolo kuch...hey ganga maiya ka hogya....(removed shoes and socks,started rubbing leg,socks smelling....pouring water on face) CM2-‐ bhaiya ka hogya?mirgi aagai ka??(CM1 expression don’t know)kaise gir gye...heart attack matlab dil ka daura pada ka(CM1-‐ Nhi pata bhai)???abhi hum aspatal phone kr rahe,tum pareshan na ho........hello hello ambulance jaldi aaiye ek aadmi gir gaya ,pata na ka hogya....ye sangam k paas... (As soon as ambulance arrives Husband passes away) CM1-‐ Bhaiya ye to chal base..... CM2-‐ Hey ganga maiya...inki aatma ko shanti dena... (Wife enters) W-‐ Hatiye,hatiye.....arre kya hogya Raju k papa...uthiye uthiye na...hame akela chodd k aap nahi ja sakte....kaun dekhega hame....uthiye....uthiye....(cry) S1-‐ Dekha apne,aise he duniya bhar me kai jaane jaati hai,sahi tarika agar inhe pata hota to shayad aaj ek pariwaar ka diya bujne se bach jaata..... Niraash mat hoiye...farz krte hai inhi ko iska sahi tarika pata hota to ye kya krte....to chaliye natak ko dobara wahi bike se shuru krte h.. (Husband stoodup and started bike) OOOOO dil hai ki manta nahi....kabhi, kahin bhi iski gati tham jaye,ye koi jaanta nahi....ooo dil hai ki manta nahi..... (Suddenly husband fell) CM-‐ Arre ka ho gya?? Bhaiya utho kahe gir gye?bolo kuch...hey ganga maiya ka hogya....(Checks breath,touch neck to feel heart beat,opens shirt button,starts CPR)bhaiya ambulance bulao jaldi.....hum hridy ki gati band nhi hone denge...jaldi bulao ambulance.. CM2-‐ Ka hua hridaye ki gati??dil ka daura,uu heart attack pada ka? CM1-‐ Nahi bhai heart attack nahi hua,kewal hriday ki gati ruki h....matlab hridaye khoon pump nahi kar pa raha...dhamniya chok nahi hui hai ,jo heart attack me hota h......ap jaldi ambulance bulaiye..... CM2-‐(called)hello,hello ambulance,jaldi aaiye ek aadmi gir gaya,hriday ki gati ruk gai hai......ye sangam k paas... (ambulace arrives take husband to hospital,he is alive) S1-‐ To bhaiya log dekha aapne yahi wo taknik h CPR....jo kai jaan bacha sakta hai.....to hamare in lino se aap sab seekhe... All team members together Ungliyon ko aapas me jodo aise(will show the position) Haathon ko na modo aise(will show,not to fold hands) Chhaati ke 2 inch neeche dabao wese.... (or Chati ke neeche dabao zor aur tez se aiseeee..) S2-‐ To dekhiye bhaiya log, pure vishwa me har 2 min me 1 aadmi ki aachanak hridye ki gati band hoti hai....aur pata hai aapko... CPR yani upar kiye gaye technique se, 3 -‐ 4 minute me hriday dobara gati pakadti hai....jese dusre bhaag me inki(showing to husband) pakdi thi.....

To apne agar hamara bataya technique seekh liya to jaan jaane ki sambhawnaye kam ho jayengi...aur pariwaaron ki khushiyaan barkaraar rahengi...... Hum to Seekh liye , ab aap log bhi seekh jaiye... Training on CPR by expert... Starting 15th February 2019, the concept of CPR Baba was introduced. One of the street performers dressed as a saint toured with the CPR Express. He had a signage of CPR Baba on his person. He mingled with the crowd during the performances attracting attention of the people towards the street play. During the 113 street play sessions, 2864 people were trained in CPR by the trainer on board the CPR Express. Thousands of people were engaged as onlookers through this activity.

Activation on Boats Boats are a popular means of travel for devotees travelling to sangam to take a dip in the holy water. Thus, understanding its local appeal, we hired two boats for a duration of 5 days and branded them with the campaign messaging and branding. 12 training sessions were also held in this duration on the boat by CPR trainers to train the people travelling to and from sangam. While 147 people were trained in CPR on the boat, many more eyeballs were grabbed.

Activation at Juna Akhada Juna Akhada administration not only helped us connect with the mela administrations, they also supported us with setting up a CPR training camp at their akhada campus and also perform street play in their campus. 150 people were trained in CPR at the one-‐day camp at Juna Akhada and thousands were engaged in multiple street play sessions.

Special CSR Trainings Multiple CPR training sessions were organised for special groups like First Responders (police officers, fire officers, civil defence personnel, Railway Police Force), ISCON temple administration and Robin Hood Army.

CPR Training for Fire Brigade Force

CPR Training for Thana Akhada

Thana Akhada CPR Training•95 trained

Railway Police Force CPR Training•70 trained

Civil Defense Personnel CPR Training•100 trained

ISCON Admin CPR Training•50 trained

Robinhoood Army CPR Training•75 trained

CPR Training for ISCON

CPR Training for Civil Defence Personnel Dr. Umar Usman, a KOL for Medtronic, led the CPR training for civil defence personnel and interacted with them one on one. The training was executed at the Netra Kumbh auditorium.

CPR Training for and with Robinhood Army Robinhood army is a not for profit organisation of international renown. They work on a zero-‐profit model to take leftover food from hotels to the needy. The have a large base of volunteers spread globally. Using their volunteers and their network, we organised a CPR training camp.

Chiranjeev Hriday Rally Chiranjeev Hriday culminated on 3rd March 2019 with the Chiranjeev Hriday Rally. 100+ campaign volunteers and college students participated in the rally to spread awareness around Sudden Cardiac Arrest and importance of CPR. The rally was flagged off from the National Media Centre in the Kumbh Mela complex and culminated at the Mela Administration Office in Kumbh Complex. The volunteers painted the town with Chiranjeev Hriday by wearing campaign branded T-‐shirts and caps and waving the campaign flag. Thousands of on-‐lookers were engaged through campaign branded messages on placards and banners. Slogans around Chiranjeev Hriday campaign filled the air. Thousands of people were engaged.

Campaign Amplification Media Launch Along with on-‐ground trainings and innovative activations, we also employed public relations as a tool. With a press conference on 17th February 2018, we kick started the media campaign. The press conference saw participation of Dr. Mukul Mishra, Dean and Head of Cardiology at RML Institute of Medical Sciences. Amit Singh, Director of Govt. Affairs at India Medtronic. Dr. Rashmi Awasthi, Member, Sanchalak Samiti, Netra Kumbh, also addressed the media about how Netra Kumbh supported Chiranjeev Hriday campaign.

Other amplification tools Jingle A jingle was made for the campaign which was played at on the CPR Express’s announcement system and the Netra Kumbh announcement desk multiple times. The jingle was catchy and caught attention of many. Har dhadkan ye kehti hai Saansein usmein rehti hain Waqt kahan ye chukk jaaye Jaan ye kab ruk jaaye Saansein deke Jeevan ko chalne do Har dil ko dhadakne do Duniya mein har do minute mein ek vyakti Sudden Cardiac Arrest ka shikaar hota hai. Jismein se 95% logon ke dil ki dhadkan hospital pahunche se pehle hi ruk jaati hai. Aap is anhoni ko taal sakte hain. Kisi ko Jeevan de sakte hain. Agar aap Cardio Pulmonary Resuscitation yaani CPR seekhna chaahte hain to Prayagraj Kumbh mein Chiranjeev Hriday ke saath judo. CPR Seekho, Aur Dil Dhadakne Do. Chiranjeev Hriday – an initiative by Medtronic. Hoardings and Posters 4 hoardings were placed at different locations in the Kumbh mela premises. Along with campaign branding, the hoardings also carried messages around Sudden Cardiac Arrest and CPR. The hoardings also mentioned contact numbers of on -‐ground staff. During the entire duration of Kumbh, the ground staff answered hundreds of calls sharing details of the campaign and where people can convene to learn CPR.

Media Coverage Total media coverage: 47 and counting Total readership of print: 25.50 lakhs+ Total viewership of electronic channels: 1.2 crore+ Total reader base of digital coverage: 25 lakhs+

Date Publication Edition Page Link Circulation Readership Alexa18th February 2019 Hindustan Prayagraj 3 NA 50,869 20347618th February 2019 Jansatta Prayagraj 4 NA 25,306 10122418th February 2019 Taapish Mirror Prayagraj 4 NA 12,321 4928418th February 2019 Amrit Kalash Prayagraj 4 NA 7,400 2960018th February 2019 Rashtriya Sahara Prayagraj 2 NA 38,558 15423218th February 2019 Inext Prayagraj 2 NA 27,745 11098018th February 2019 United Bharat Prayagraj 5 NA 37,035 14814018th February 2019 Swatantra Chetna Prayagraj 3 NA 41,555 16622018th February 2019 The Pioneer Prayagraj 2 NA 22,400 8960018th February 2019 Northern Patrika Prayagraj 3 NA 42,375 169500

18th February 2019 Punjab Kesari Online NA

https://up.punjabkesari.in/uttar-‐pradesh/news/kumbh-‐ 1,038

18th February 2019 Mulknama Prayagraj 5 NA 15670 6268018th February 2019 Allahabad Express Prayagraj 3 NA 35,100 14040018th February 2019 Justice Express Prayagraj 5 35,100 14040018th February 2019 Buland Dastak Prayagraj 8 NA 35,100 14040019th February 2019 Talmel Express Prayagraj 8 3000 1200019th February 2019 Ek Sandesh Prayagraj 4 12,000 48000

19th February 2019 News 18 Electronic

https://www.youtube.com/watch?reload=9&v=zpqW5rgt8nk&feature=youtu.be NA

19th February 2019 Hindi Newstrack Online NA

http://hindi.newstrack.com/kumbh/cpr-‐kumbh-‐uttar-‐pradesh/ NA 24,798

NA

NA

19th February 2019 India.com Online NA

https://www.india.com/hindi-‐news/health/aim-‐to-‐trained-‐10000-‐people-‐in-‐kumbh-‐mela-‐to-‐save-‐lives-‐from-‐cpr/ 149

19th February 2019 MVD India Online NA

http://www.mvdindianews.in/%E0%A4%95%E0%A5%81%E0%A4%AE%E0%A5%8D%E0%A4%AD-‐ 31,874

19th February 2019 Jeevan Express Prayagraj 5 NA 25,100 10040019th February 2019 Awadhnama Prayagraj 3 NA 11,000 4400019th February 2019 Sahaj Satta Prayagraj 3 NA 25,800 10320019th February 2019 Kanwizz Times Prayagraj 3 NA 9000 3600019th February 2019 Bharat Samvad Online NA

http://www.bharatsamvad.online/2019/02/95.html? 94,631

19th February 2019 DD News Electronic

https://www.youtube.com/watch?v=HS0x7QQeKec&f

19th February 2019 Lokmat Online NA

https://www.lokmatnews.in/health/kumbh-‐mela-‐2019-‐doctors-‐will-‐be-‐given-‐cpr-‐training-‐know-‐how-‐

19th February 2019 Daily Hunt Online NA

https://m.dailyhunt.in/news/india/hindi/newstrack+journalism+hindi-‐epaper-‐nwstkhin/sipiaar+prashikshit+vyakti+bacha+sakata+hai+hridayaghat+se+pidit+vy 272

NA

NA

NA

20th February 2019 ET Healthworld Online NA

https://health.economictimes.indiatimes.com/news/policy/kumbh-‐gathering-‐becomes-‐platform-‐for-‐ 12

20th February 2019 Indian Television Online NA

http://www.indiantelevision.com/mam/marketing/mam/world-‐s-‐largest-‐human-‐gathering-‐becomes-‐ 5,352

20th February 2019 BioVoice Online NA

https://www.biovoicenews.com/worlds-‐largest-‐human-‐gathering-‐becomes-‐platform-‐for-‐innovative-‐ 135,215

20th February 2019 Business World Online NA

http://everythingexperiential.businessworld.in/article/World-‐s-‐Largest-‐Human-‐Gathering-‐Becomes-‐Platform-‐For-‐Innovative-‐ 133

21st February 2019 Express Healthcare Online NA

https://www.expresshealthcare.in/tag/chiranjeev-‐ 921

21st February 2019 Financial Express Online NA

https://www.financialexpress.com/lifestyle/health/kumbh-‐2019-‐over-‐3000-‐people-‐receive-‐training-‐for-‐emergency-‐cpr-‐at-‐worlds-‐ 385

National Stories

NA

19th February 2019 News 18 Electronic

https://www.youtube.com/watch?reload=9&v=zpqW5rgt8nk&feature=youtu.be

19th February 2019 DD News Electronic

https://www.youtube.com/watch?v=HS0x7QQeKec&feature=youtu.be

22nd February 2019 DD News Electronic

https://www.youtube.com/watch?v=H_dHKmSLZlU&feature=youtu.be

22nd February 2019 DD News Electronic

https://www.youtube.com/watch?v=i_xzoVRlpdY

23rd February 2019 Live Today Electronic

https://www.youtube.com/watch?v=WDhTedYtvpM

Electronic

NA

Date Publication Edition Page Link Circulation Readership AlexaNational Stories

6th March 2019 Prabhat Khabar Online

https://www.prabhatkhabar.com/news/allahabad/cardiac-‐arrest-‐and-‐cpr-‐in-‐kumbha-‐prayagraj-‐chiranjiv-‐hridaya-‐cpr-‐campaign/1257956.html 1,403

6th March 2019 Dainik Bhaskar Dehradun 6 3,813,271 1,5,253,084

6th March 2019Hindustan Samachar Online

http://www.hindusthansamachar.in/news/kumbh-‐2019/rally-‐for-‐awareness-‐about-‐cpr/481813.html 5,561

Regional 6th March 2019 Awadhnama Prayagraj 6 11,000 44000

6th March 2019 Allahabad Express Prayagraj 3 35,100 1404006th March 2019 Justice Express Prayagraj 56th March 2019 United Bharat Prayagraj 4 37,035 1481406th March 2019 Northern Patrika Prayagraj 4 42,375 169500

Rally Release

Hindustan, Prayagraj, Page 3

Jansatta, page 4

Taapish Mirror, Prayagraj, Page 4

Amrit Kalash, Prayagraj, Page 4

Rashtriya Sahara, Prayagraj, Page 2

Inext, Prayagraj, Page 2

United Bharat, Prayagraj, Page 5

Swatantra Chetna, Prayagraj, Page 3

The Pioneer, Prayagraj, Page

2

Northern Patrika, Prayagraj, Page 3

Punjab Kesari, Online

Mulknama, Prayagraj, Page 5

Allahabad Express, Prayagraj, Page 3

Buland Dastak, Prayagraj, Page 8

Talmel Express, Prayagraj, Page 8

EK Sandesh, Prayagraj, Page 4

India.com

MVD News

Hindi Newstrack

Jeevan Express, Page 5

Awadhnama, Prayagraj, Page 3

Sahaj satta, Prayagraj, Page 3

Kanwizz Times, page 3

, Prayagraj

Bharat Samvad

Lokmat

Daily Hunt, Online

National Stories

BioVoice,

Indian Television

ET Healthworld

Business World

Express Healthcare

The Financial Express

Electronic

https://www.youtube.com/watch?reload=9&v=zpqW5rgt8nk&feature=youtu.be , News 18

https://www.youtube.com/watch?v=HS0x7QQeKec DD News

https://www.youtube.com/watch?v=H_dHKmSLZlU&feature=youtu.be DD News

https://www.youtube.com/watch?v=i_xzoVRlpdY DD News

https://www.youtube.com/watch?v=WDhTedYtvpM , Live Today

Chiranjeev Hriday Rally

Awadhnama, Page No. 6, Prayagraj

Allahabad Express, Page No. 3, Prayagraj

Justice Express, Page No. 5, Prayagraj [

United Bharat, Page 4, Prayagraj

Northern Eastern Patrika, Page 4, Prayagraj

Dainik Bhaskar, Page 6, Dehradun

Hindustan Samachar, Online

Campaign Impact

23 Days duration

7Types of activations

7955 People trained in CPR

350+First

Responders Trained

113 Street plays performed

47Media coverage and counting

4 Hoardings in mela campus

1 Crore+People reached

References

1. Showkathali R. Life support training – Need of the hour in India. Indian Heart J. 2016 Jan-‐Feb; 68(1): 106–107. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC4774350/

2. Rao B.H., Sastry B.K., Chugh S.S. Contribution of sudden cardiac death to total mortality in India – a population based study. Int J Cardiol. 2012;154:163–167. [PubMed]

3. Lokhandwala Y, Panicker GK, Deshpande S. Sudden cardiac death-‐an Indian perspective. CVD Prevention and Control 2009;4:103–108.( http://www.japi.org/december_2014/006_ra_sudden_cardiac_death.pdf)

4. American Heart Association. Heart Disease and Stroke Statistics — 2007 Update. Dallas, Texas: American Heart Association; (http://www.japi.org/december_2014/006_ra_sudden_cardiac_death.pdf))

5. http://www.heartrescueproject.com/heartrescue-‐project/sudden-‐cardiac-‐arrest/

Thank you. For more information, contact: Sukriti Jain Principal Consultant – Heal Health Connect Solutions M: +91 9899032135 E: [email protected]

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