East of England COOP


Engagement: Defibrillators across the East


Co-Op had donated 150 defibrillators to the community, and needed help siting, installing and launching them.


  • 150 defibs located, many in harder-to-reach communities
  • Local people taught basic CPR skills by East of England Ambulance Service and First Responders

We supported the Co-Op, who had partnered East of England Ambulance Service, to identify suitable locations for their donated defibrillators in 150 locations across Essex, Suffolk and Norfolk.

We did this by engaging directly with opinion formers and wider communities in these locations to seek their views: in preparation for which we undertook intensive HyperlocalEverywhere research. This included the insight gathering of community influencers, gathering points and needs; surveys through boxes placed in pubs, doctor’s surgeries and similar; and once the defibrillators were placed, working with the most local Co-Op store to facilitate launch and training.

In support of the initiative, Spring created the Every Minute Counts campaign brand, in recognition of the fact that fast access to a defibrillator in the first minutes of a heart attack can be the difference between survival and someone not making it.


Co-op Every Minute Counts Defibrillator unveiling
Co-op Every Minute Counts
Co-op Every Minute Counts poster