ClientEast of England Co-op

ProjectEvery Second Counts


The East of England Co-op worked with Spring to secure locations for its defibrillator installation programme and market it effectively within those communities. The campaign reached out to particularly isolated communities across Essex, Suffolk and Norfolk to raise awareness of the significance of the vital first few minutes following a heart attack.


We engaged directly with the East of England Ambulance Service, parish councils, opinion formers and wider communities in these locations to seek their views.

The East of England Co-op placed this potentially life-saving equipment in harder-to-reach communities across the region and provided local people with the opportunity to learn basic CPR skills from the East of England Ambulance Service and First Responders.


  • 24,300 residents were consulted and 28% used ballot boxes in pubs to vote for where their defibrillator should be located, encouraging word of mouth communication of campaign issues.
  • Defibrillators were installed successfully in 100% of communities.
  • 150 units successfully installed across the patch, each introduced through a community event.
  • Every Second Counts campaign won East of England Co-op e-Retailer of the Year at Heart Safe awards.

Project Completed By Spring