The Cardiac Arrhythmia Syndromes (CAS) Foundation / The SafeBeat Initiative, 2010

A Case Study



On 3 Public Relations was hired by The CAS Foundation to bring awareness to their SafeBeat Initiative, a campaign to provide free EKG heart screenings to all Hillsborough County high school students during the 2010‐2011 school years. Each year, more than 7,000 children and adolescents in the United States die from Sudden Cardiac Arrest. In fact, 4 out of 5 victims of Sudden Cardiac Arrest (SCA) appeared healthy and had no symptoms prior to death.

The Initiative was unveiled at a March 22, 2010 press conference organized by On3PR at Plant High School with former NFL Coach Tony Dungy. The event garnered tremendous earned media coverage, with radio and all major television networks in attendance, including ABC, NBC, CBS, FOX and Bay News 9, and the areas two largest newspapers, The St. Petersburg Times and The Tampa Tribune. The Tampa media market is ranked first in the state and 14th in the country.

On3PR worked with these news outlets in placing stories relating to health care, education and sports on behalf of the Foundation. For the video detailing the SafeBeat initiative’s earned media campaign, please see above to view the YouTube video.