Case study

Five minutes to confidence: how the Dutch Heart Foundation turned bystanders into lifesavers

hartstichting-hero-EN
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potential bystanders trained and ready to act

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completion rate – far exceeding industry standards for public awareness apps

minutes of average, voluntary engagement time per user

Project Overview

The Dutch Heart Foundation wanted to launch a public awareness campaign to reduce hesitation among bystanders during emergencies like heart attacks and strokes. We collaborated to create a five-minute interactive crash course that uses real-life scenarios and gamified feedback to train the public in recognizing emergency signals and calling 112. The course empowers bystanders to act decisively, potentially saving lives.

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The challenge

When seconds matter, doubts can cost lives

 The Dutch Heart Foundation approached us with a complex challenge to address: how to reduce hesitation among bystanders during life-threatening emergencies? Despite widespread awareness of the importance of calling emergency services when witnessing a medical emergency, many people second-guess their instincts in high-pressure moments, often delaying the response victims need.

The Foundation recognized that traditional public awareness campaigns were not enough. They needed an interactive, engaging way to reach people directly and train them to overcome doubt. Their goal was to create an experience that not only educated but instilled confidence in bystanders to act decisively.
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The solution

Creating confidence through crisis simulations

Working closely with the Dutch Heart Foundation, we developed "Take Five, Save a Life!" – a digital emergency response training course designed to fit into the busy lives of the public.

The course leverages real-life visual scenarios, placing users in emergency situations where they must decide whether to call 112, wait, or take another action. With each decision, users receive immediate feedback, reinforcing correct behavior and gently correcting mistakes. The goal was to simulate the high-pressure environment in a controlled setting, preparing users for real-world emergencies.

To encourage engagement, we incorporated gamified elements such as earning 'hearts' for correct answers and providing opportunities for users to improve their scores by retaking the course. This replayability not only reinforced learning but also made the experience enjoyable and memorable.

By prioritizing visual cues and rapid-response scenarios, the course differentiates itself from traditional learning tools, providing a faster, more intuitive way to build life-saving skills.
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Overcoming the mental blocks that prevent action

 One of the key insights shared by the Dutch Heart Foundation was the impact of psychological biases on emergency response. Even when people recognize symptoms, they often hesitate to call 112 due to subconscious mental blocks or social pressures.

To address this, we embedded these psychological barriers into the course design. Users are presented with scenarios that mirror common biases – such as doubting the severity of the situation because others remain calm. By confronting these biases in a simulated environment, users build the awareness needed to overcome them in real-life emergencies.

This innovative approach not only aligned with the Foundation’s goals but also set a new standard for public health education – combining behavioral science with interactive design to drive meaningful change.

Curious and want to give it a try yourself? Visit the Dutch Heart Foundation website!

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The results

Engaging thousands to become lifesavers

Following a successful initial launch and campaign, the Dutch Heart Foundation expanded the course to include additional scenarios and gamified elements based on user feedback and data, further enhancing engagement.

To date, 343,000 people have voluntarily completed the crash course, with an impressive 75% completion rate.

On average, participants spend seven minutes on the course, demonstrating the public’s willingness to engage beyond the initial five-minute design. This sustained interaction highlights the effectiveness of the gamified and scenario-based learning approach.

Where we are now

Expanding access to strengthen global outbreak readiness

The app continues to deliver highly engaged users to the Dutch Heart Foundation and is a regular feature on their awareness campaigns.

We regularly update its content and optimize it for long-term player retention. This includes features like automated reminders to retake the course after a set period, reinforcing learning over time.

Additionally, the app now offers pathways for users to become donors or long-term supporters of the Dutch Heart Foundation, strengthening the connection between public health engagement and sustainable fundraising.
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Services we provided:

  • UX/UI development
  • Digital learning design
  • Media asset creation

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