Unit 7
Carlton Mills
Pickering Mount
Leeds
LS12 2QG
0113 263 6600
British Heart Foundation
Hello, I’m A Defib
Automated External Defibrillators (AED’s) are life-savers and the British Heart Foundation have made it their business to get them installed in as many businesses and public places as possible in the UK. Though the machines are simple to use, their user guide was long winded, technical and put people off using the defibrillators. One of the AED’s key features was that it physically spoke to users, giving them step-by-step instructions of what to do. This inspired us to use the AED itself as the narrator of the guide, turning it into an illustrated character with a distinctively clear and conversational tone of voice.
We commissioned illustrator Ed Grace, who’s well-known for his work with the Innocent smoothie campaigns. He created a series of simple, friendly images which we applied to a user guide, posters and online guide. Our visually engaging, concept driven approach helped to make this life-saving device feel approachable to a much wider audience.
