Transcriber: Matthias Schmittmann Reviewer: Yohanna Cordeiro
Hello.
(Laughter)
So - if I had a really had a heart attack...
how many of you are confident that you would know what to do
to save my life?
Put your hands up if you are.
Okay, so some, some - but many of you are not confident at all.
And to be honest, you're right to be worried.
Because today, about 1000 people will die in Europe alone
from cardiac arrest and choking.
And about the same number in the United States.
And many more, all around the world.
Now many of those victims could be saved
if the people around them knew simple emergency skills.
Now wouldn't it be great
if we had a better way to teach those emergency skills?
Maybe we could use the internet to do it.
Maybe we could do something like this...
(Video) Narrator: Lifesaver is an experiment in a whole new way
to teach emergency skills.
It's a movie you play like a game.
It throws you into three situations where someone will be dead in 10 minutes
unless you do the right thing.
You learn by doing.
Do it wrong - and see the consequences.
Man: Call for an ambulance! Woman: Okay!
Narrator: Do it right - and sense the thrill of saving a life.
Woman 1: Isn't that the ambulance?
Shouldn't we just wait for the ambulance people to arrive?
Woman 2: No, no, he can't wait. Machine voice: Shock delivered.
Woman 1: Jake, come on wake up! Wake up!
Man: Did it work? Did it work?
Woman 2: Guys please! Machine voice: Start CPR.
Woman 1: Do something! Woman 2: I'm going to start CPR again.
Woman 1: What do we do?
Martin Percy: "Do something!" "What we do?"
Words like that are being said
hundreds of times, all around the world, today.
So, what might be wrong with the current way
of teaching people how to do CPR?
I found out way back in 2004.
Now this is not a picture of me - ok?
But it was this kind of course.
Little plastic dummy.
One teacher for about ten people.
Tea and biscuits.
All very nice and relaxed.
Now after the course, I got talking to the teacher
who was an ambulance guy.
And he said that this form of teaching has got some fundamental problems.
It's small scale. One teacher - ten people.
So it's always going to be very difficult to get to a situation
where hundreds of thousands or millions of people know this stuff.
It's expensive - because it's small scale.
And it's inconvenient.
Very often people who want to do one of these courses can't find a course.
It's forgettable.
People generally find that they forget
what they've learned on one of these courses
after about 6 months.
They don't forget completely.
But they forget to the extent
that if a crisis really happens, they don't actually step forward and help.
Because they don't have the confidence.
But then the final problem was in a sense the most challenging.
It's unrealistic.
What the ambulance guy said
is that if you are trying to save a friend of yours or a family member
who's having a heart attack or choking
it will quite possibly be the most terrifying moment of your life.
There will be screaming. There will be shouting.
There will be blood. There will be panic.
It will not be at all nice or polite.
And this form of training just doesn't prepare you for that.
All of this leads to something called the bystander effect.
And that comes in two horrible flavors.
There's the untrained bystander.
So those are people who've never done a CPR course.
They have no idea how to save someone who's choking.
If there's a crisis, they just have no idea what to do.
And so of course they can't help.
Now that's bad enough.
But what's worse is the trained bystanders.
So those people who have done a course - and this happens all the time -
they have done a course.
But when they see a real crisis, they're just completely frozen.
Because it's so different
from what they've seen before that they just can't help.
And so they don't do anything.
And so people die as a result.
So - this is clearly something which could use a better idea.
So I thought - why don't we take video and put it together with interactivity.
We can make it realistic.
So the videos will be very gritty,
lots of screaming, lots of shouting, lots of panic.
It'll be interactive.
So you can't just sit back and watch the video and let it flow over you.
You'll have to do things all the way through to make things happen.
It will be a complement to existing training.
No-one on the Lifesaver project
thinks that you should not do a traditional training course.
If you can get on a traditional course - terrific! Do it!
But if you've done a course
and you've kind of forgotten and you want a refresher
or if you can't get on one of the traditional courses
or if you just want more realism - then there will be this for you.
It'll be convenient - because it'll be online the whole time.
And we'll make it free.
But of course that means we need to get funding.
So, this is 2004.
I thought, you know - an interactive film to save people's lives.
Who is not going to want to fund that - right?!
(Laughter) Okay so - cut to 2011.
After seven years, I'd managed to raise half the money.
By that stage
I was working with a company called UNIT9 and we had managed to get 50%
of the funding we needed from a UK government agency called
the Technology Strategy Board.
So we needed to find the other 50%.
But we had twelve months so we weren't worried.
We went to the biggest first aid charity in the UK
and had some great meetings with them.
And they came back with their feedback which was
- no.
But we still had eight months by that stage.
So we still weren't worried.
We went to a big UK medical charity.
Had some great meetings again.
And they came back with their feedback, which was - no.
So by this stage we started to panic.
And we went to everyone we could think of.
We went to tiny charities like the Resuscitation Council UK.
And they came back with their feedback which was
- Yes.
So Dr Jasmeet Soar, Dr Andy Lockey and Sarah Mitchell
were the three decision makers at the Resuscitation Council UK
who finally decided to give us the rest of the money we needed
two days before the deadline.
If they hadn't said yes Lifesaver would never have happened.
It was that close.
Okay so Lifesaver was completed.
It's three films.
In two of the films, you save someone who's had a heart attack.
In one of the films, you save someone who's choking.
And we throw you right in at the deep end.
So let's look at the first choice that you come across in the first film.
(Video) Woman 1: I don't think he's mucking around. Jake, come on.
Jake come on, open your eyes. Come on.
Man: Should we call someone? Woman: I don't - I don't know.
Can you hear me? Open your eyes!
Why does he keep doing that with his mouth?
Narrator: Let's say this is you.
You're not a first aid expert. What do you do now?
MP: So here we have the bystander choice.
So you have to positively get involved. Now this choice.
We're in a pedestrian environment.
There's no cars.
Do we do the health and safety thing?
Check for any risks? Or do you just go and save the guy?
So - check for danger? Hands up.
Run to him now? Hands up.
Thank you madam. Let's try run to him now.
Oh, and we get hit by a bicycle. (Laughter)
So that happens very often
if you're ever in that situation, madam. It's fine.
She's enthusiastic, that's the important thing.
If you're ever in that situation.
Very often, people get injured because they're so anxious to help.
Lifesaver is available in three versions.
There's one for computer.
And two for tablet and smartphone.
For tablet and smartphone
you move your device up and down two times a second.
If you're on iPhone this is what you're seeing.
So you're getting very accurate feedback
on are you really doing it at the right speed.
So it's a nice tactile way of learning CPR.
So, guidelines for doing good talks tend to say
no more than about two words per slide.
Lifesaver's been out for more than a year.
How's it done?
So this is the worst slide you're going to see all evening.
These are the prizes that it's picked up.
It won a Webby. It was nominated for a BAFTA.
It won 4 golds in the UK e-learning awards.
And no other project had ever won more than two golds.
Which was, you know, nice.
Lots of Twitter support.
A woman in the UK spontaneously set up a competition for her friends
with a 20 pound prize.
It was a quiz about Lifesaver to get her friends to do Lifesaver.
So I thought great!
Because I knew all the answers to the quiz.
So I thought I could score twenty pounds really easily.
But she said it would be cheating, so she wouldn't let me.
We've had very kind remarks.
"Most powerful game experience of my life.
Lifesaver. Immersed? Viscerally."
One question that often bugs internet people is
"Can a website make you cry?"
Lifesaver answers this quite convincingly.
For example: "This is the most amazing interactive site.
Really emotional and effective. It made me cry at the end."
And there are many other tweets and emails like that.
We had a great bonus,
which is the star of film three, Daisy Ridley,
was recently cast in Star Wars.
Reputedly as the daughter of Han Solo and Princess Leia.
Now with Daisy I almost didn't cast her - because she was so beautiful.
You know - we wanted, like, normal-looking people. (Laughter)
But she was so good at acting I thought, oh - don't have any choice.
So she was absolutely fantastic and of course she's brought in
lots of new viewers.
That footage I should say has never been seen before.
It's not actually in the final film,
so that's the only time it's ever been viewed.
Okay, so that's all fine - but it's all a bit anecdotal, right?
Give me some proof.
A doctor did heart rate tests on someone watching two typical CPR films.
Now, CPR films, like CPR training
tend to be very nice and polite and a little bit dull.
And you can see here
that the heart rate never gets above 87 beats per minute,
watching these CPR films.
Lifesaver, by contrast, the heart rate gets up to 105 beats per minute.
And that's the desktop version, where you're just pressing buttons.
So one question I often get asked by film people is,
"Yeah, yeah, yeah - but does the interactivity
actually make a difference?
Couldn't you just show regular video
with people screaming and shouting and wouldn't that be good enough?"
Well, again the data shows that the interactivity does make a difference.
Without interaction the heart rate never gets above 83 beats per minute.
Because what's happening is that the interaction
is making you feel this is your problem.
You're the one who has to save this person.
And so it becomes much more emotionally involving.
Much more gripping.
South Bristol Community Hospital in England
did tests with a random selection of members of the public.
They found that confidence in doing CPR
rose from 37% before Lifesaver to 74% after.
And 100% of the people they tested
said they were much more likely to help out in a real emergency.
Okay, now Lifesaver is an idea.
And it's an idea that can be applied to all sorts of crises.
We naturally want to do Lifesaver for Germany
for the United States, for China.
We also want to do
12 most common emergencies: everything from drowning to car crash.
We want to do one about women's personal safety.
We want to do one about what to do in an earthquake.
And so on.
So lots of great potential for this approach, for this idea.
How many of these projects are currently funded?
How many are currently underway?
Not one single Lifesaver project is currently underway.
We went back to the first aid charities.
Back to the medical charities. Absolutely no interest.
What's the reason? Well, it's obvious right?
I suck. Clearly I suck at marketing.
And I'm just hopeless at getting these things underway.
Who could do a better job?
You could.
It's not that difficult to make a film like Lifesaver.
It's not that different from making a regular video.
There are just six secrets that we need to look at.
And then you can make your own. It's not that hard.
It's something you do.
Lifesaver or a Lifesaver-type film
is not a film that tells a story where someone has a heart attack.
Lifesaver is where you save somebody who's had a heart attack.
It's not a Choose Your Own Adventure story with lots of different endings.
It's a film with one ending - where you save the victim.
To get there, you have to fight lots of battles.
If you lose, then the victim dies, you go back a bit, you try again.
But at the end, you will save the victim.
You need an interactive film director.
Lots of interactive films fail dreadfully.
And one common reason is they just get a regular director
who just does the videos and then walks away.
The videos are thrown over a glass wall
to the interactive people, who work on it separately.
And so the whole thing just collapses horribly.
What you need is one person looking after the concept, the script, the shoot,
the coding, the launch.
So the whole thing is nicely integrated.
You need an interactive production house.
Now the interactive production house on Lifesaver was a company called UNIT9.
And Piero Frescobaldi, the creative director
and Yates Buckley, the technical partner did an absolutely fantastic job.
Along with the coders and designers.
And they made Lifesaver what it is.
Real people gives you real emotion.
Sometimes people say,
"Yeah - but why not make it like a video game
with computer- generated imagery?"
You could. But of course then you wouldn't have anything like
the same emotional connection that comes from real people in real places.
And then finally, don't make it interactive.
Unless you must.
Linear video is a fabulous medium.
You just want to tell a story? Linear.
You just want to record a talk? Linear. It's a beautiful medium.
But - if it's fundamental to your project that the viewer must do something,
then interactivity added to video is dynamite.
But handle it carefully and only use it if you have to.
(Video) Paramedic: Okay guys thanks a lot, we'll take it from here.
We're going to take over the CPR in 3 - 2 - 1.
Woman1: Thank you so much. Woman2: Oh, it's okay.
I just hope he's okay. Man: Thank you so much.
Paramedic: Well done. You did a brilliant job. Well done.
Woman 2: Thanks.
Narrator: Shock delivered.
MP: Lifesaver shows we can use the Internet and interactive film
to teach emergency skills better. And save lives.
Thank you.
(Applause)