WEBVTT

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Hello.

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(Laughter)

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So - if I had a really
had a heart attack...

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how many of you are confident
that you would know what to do

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to save my life?

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Put your hands up if you are.

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Okay, so some, some - but many of you
are not confident at all.

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And to be honest,
you're right to be worried.

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Because today, about 1000 people
will die in Europe alone

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from cardiac arrest and choking.

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And about the same number
in the United States.

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And many more, all around the world.

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Now many of those victims could be saved

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if the people around them
knew simple emergency skills.

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Now wouldn't it be great

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if we had a better way to teach
those emergency skills?

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Maybe we could use the internet to do it.

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Maybe we could do something like this...

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(Video) Narrator: Lifesaver
is an experiment in a whole new way

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to teach emergency skills.

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It's a movie you play like a game.

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It throws you into three situations
where someone will be dead in 10 minutes

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unless you do the right thing.

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You learn by doing.

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Do it wrong - and see the consequences.

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Man: Call for an ambulance!
Woman: Okay!

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Narrator: Do it right - and sense
the thrill of saving a life.

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Woman 1: Isn't that the ambulance?

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Shouldn't we just wait
for the ambulance people to arrive?

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Woman 2: No, no, he can't wait.
Machine voice: Shock delivered.

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Woman 1: Jake, come on wake up!
Wake up!

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Man: Did it work? Did it work?

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Woman 2: Guys please!
Machine voice: Start CPR.

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Woman 1: Do something!
Woman 2: I'm going to start CPR again.

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Woman 1: What do we do?

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Martin Percy: "Do something!"
"What we do?"

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Words like that are being said

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hundreds of times,
all around the world, today.

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So, what might be wrong
with the current way

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of teaching people how to do CPR?

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I found out way back in 2004.

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Now this is not a picture of me - ok?

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But it was this kind of course.

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Little plastic dummy.

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One teacher for about ten people.

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Tea and biscuits.

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All very nice and relaxed.

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Now after the course,
I got talking to the teacher

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who was an ambulance guy.

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And he said that this form of teaching
has got some fundamental problems.

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It's small scale.
One teacher - ten people.

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So it's always going to be
very difficult to get to a situation

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where hundreds of thousands
or millions of people know this stuff.

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It's expensive - because it's small scale.

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And it's inconvenient.

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Very often people who want to do
one of these courses can't find a course.

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It's forgettable.

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People generally find that they forget

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what they've learned
on one of these courses

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after about 6 months.

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They don't forget completely.

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But they forget to the extent

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that if a crisis really happens,
they don't actually step forward and help.

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Because they don't have the confidence.

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But then the final problem
was in a sense the most challenging.

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It's unrealistic.

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What the ambulance guy said

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is that if you are trying to save a friend
of yours or a family member

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who's having a heart attack or choking

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it will quite possibly be
the most terrifying moment of your life.

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There will be screaming.
There will be shouting.

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There will be blood.
There will be panic.

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It will not be at all nice or polite.

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And this form of training
just doesn't prepare you for that.

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All of this leads to something called
the bystander effect.

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And that comes in two horrible flavors.

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There's the untrained bystander.

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So those are people
who've never done a CPR course.

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They have no idea
how to save someone who's choking.

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If there's a crisis,
they just have no idea what to do.

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And so of course they can't help.

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Now that's bad enough.

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But what's worse
is the trained bystanders.

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So those people who have done
a course - and this happens all the time -

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they have done a course.

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But when they see a real crisis,
they're just completely frozen.

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Because it's so different

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from what they've seen before
that they just can't help.

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And so they don't do anything.

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And so people die as a result.

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So - this is clearly something
which could use a better idea.

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So I thought - why don't we take video
and put it together with interactivity.

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We can make it realistic.

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So the videos will be very gritty,

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lots of screaming, lots of shouting,
lots of panic.

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It'll be interactive.

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So you can't just sit back and watch
the video and let it flow over you.

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You'll have to do things
all the way through to make things happen.

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It will be a complement
to existing training.

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No-one on the Lifesaver project

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thinks that you should not do
a traditional training course.

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If you can get on a traditional course
- terrific! Do it!

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But if you've done a course

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and you've kind of forgotten
and you want a refresher

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or if you can't get on one
of the traditional courses

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or if you just want more realism -
then there will be this for you.

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It'll be convenient
- because it'll be online the whole time.

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And we'll make it free.

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But of course that means
we need to get funding.

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So, this is 2004.

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I thought, you know - an interactive film
to save people's lives.

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Who is not going to want to fund that
- right?!

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(Laughter)
Okay so - cut to 2011.

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After seven years, I'd managed to raise
half the money.

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By that stage

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I was working with a company called UNIT9
and we had managed to get 50%

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of the funding we needed
from a UK government agency called

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the Technology Strategy Board.

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So we needed to find the other 50%.

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But we had twelve months
so we weren't worried.

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We went to the biggest
first aid charity in the UK

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and had some great meetings with them.

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And they came back with their feedback
which was

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- no.

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But we still had eight months
by that stage.

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So we still weren't worried.

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We went to a big UK medical charity.

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Had some great meetings again.

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And they came back with their feedback,
which was - no.

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So by this stage we started to panic.

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And we went to everyone we could think of.

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We went to tiny charities like
the Resuscitation Council UK.

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And they came back
with their feedback which was

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- Yes.

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So Dr Jasmeet Soar, Dr Andy Lockey
and Sarah Mitchell

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were the three decision makers
at the Resuscitation Council UK

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who finally decided to give us
the rest of the money we needed

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two days before the deadline.

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If they hadn't said yes
Lifesaver would never have happened.

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It was that close.

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Okay so Lifesaver was completed.

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It's three films.

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In two of the films, you save someone
who's had a heart attack.

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In one of the films,
you save someone who's choking.

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And we throw you right in at the deep end.

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So let's look at the first choice
that you come across in the first film.

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(Video) Woman 1: I don't think
he's mucking around. Jake, come on.

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Jake come on, open your eyes.
Come on.

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Man: Should we call someone?
Woman: I don't - I don't know.

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Can you hear me? Open your eyes!

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Why does he keep doing that
with his mouth?

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Narrator: Let's say this is you.

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You're not a first aid expert.
What do you do now?

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MP: So here we have the bystander choice.

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So you have to positively get involved.
Now this choice.

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We're in a pedestrian environment.

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There's no cars.

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Do we do the health and safety thing?

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Check for any risks?
Or do you just go and save the guy?

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So - check for danger? Hands up.

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Run to him now? Hands up.

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Thank you madam.
Let's try run to him now.

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Oh, and we get hit by a bicycle.
(Laughter)

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So that happens very often

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if you're ever in that situation,
madam. It's fine.

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She's enthusiastic,
that's the important thing.

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If you're ever in that situation.

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Very often, people get injured
because they're so anxious to help.

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Lifesaver is available in three versions.

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There's one for computer.

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And two for tablet and smartphone.

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For tablet and smartphone

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you move your device up and down
two times a second.

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If you're on iPhone
this is what you're seeing.

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So you're getting very accurate feedback

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on are you really doing it
at the right speed.

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So it's a nice tactile way
of learning CPR.

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So, guidelines for doing
good talks tend to say

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no more than about two words per slide.

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Lifesaver's been out for more than a year.

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How's it done?

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So this is the worst slide
you're going to see all evening.

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These are the prizes that it's picked up.

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It won a Webby.
It was nominated for a BAFTA.

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It won 4 golds in the UK
e-learning awards.

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And no other project had ever won
more than two golds.

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Which was, you know, nice.

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Lots of Twitter support.

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A woman in the UK spontaneously
set up a competition for her friends

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with a 20 pound prize.

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It was a quiz about Lifesaver
to get her friends to do Lifesaver.

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So I thought great!

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Because I knew all the answers
to the quiz.

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So I thought I could score
twenty pounds really easily.

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But she said it would be cheating,
so she wouldn't let me.

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We've had very kind remarks.

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"Most powerful game experience of my life.

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Lifesaver. Immersed? Viscerally."

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One question that often
bugs internet people is

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"Can a website make you cry?"

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Lifesaver answers this quite convincingly.

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For example: "This is the most
amazing interactive site.

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Really emotional and effective.
It made me cry at the end."

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And there are many other
tweets and emails like that.

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We had a great bonus,

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which is the star of film three,
Daisy Ridley,

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was recently cast in Star Wars.

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Reputedly as the daughter
of Han Solo and Princess Leia.

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Now with Daisy I almost didn't cast her
- because she was so beautiful.

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You know - we wanted, like,
normal-looking people. (Laughter)

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But she was so good at acting
I thought, oh - don't have any choice.

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So she was absolutely fantastic
and of course she's brought in

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lots of new viewers.

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That footage I should say
has never been seen before.

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It's not actually in the final film,

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so that's the only time
it's ever been viewed.

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Okay, so that's all fine -
but it's all a bit anecdotal, right?

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Give me some proof.

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A doctor did heart rate tests
on someone watching two typical CPR films.

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Now, CPR films, like CPR training

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tend to be very nice and polite
and a little bit dull.

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And you can see here

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that the heart rate never gets above
87 beats per minute,

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watching these CPR films.

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Lifesaver, by contrast, the heart rate
gets up to 105 beats per minute.

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And that's the desktop version,
where you're just pressing buttons.

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So one question I often get asked
by film people is,

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"Yeah, yeah, yeah
- but does the interactivity

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actually make a difference?

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Couldn't you just show regular video

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with people screaming and shouting
and wouldn't that be good enough?"

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Well, again the data shows that
the interactivity does make a difference.

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Without interaction the heart rate
never gets above 83 beats per minute.

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Because what's happening
is that the interaction

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is making you feel this is your problem.

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You're the one who has to save
this person.

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And so it becomes much more
emotionally involving.

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Much more gripping.

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South Bristol Community Hospital
in England

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did tests with a random selection
of members of the public.

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They found that confidence in doing CPR

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rose from 37% before Lifesaver
to 74% after.

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And 100% of the people they tested

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said they were much more likely
to help out in a real emergency.

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Okay, now Lifesaver is an idea.

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And it's an idea that can be applied
to all sorts of crises.

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We naturally want to do
Lifesaver for Germany

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for the United States, for China.

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We also want to do

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12 most common emergencies:
everything from drowning to car crash.

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We want to do one about
women's personal safety.

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We want to do one
about what to do in an earthquake.

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And so on.

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So lots of great potential
for this approach, for this idea.

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How many of these projects
are currently funded?

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How many are currently underway?

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Not one single Lifesaver project
is currently underway.

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We went back to the first aid charities.

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Back to the medical charities.
Absolutely no interest.

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What's the reason?
Well, it's obvious right?

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I suck.
Clearly I suck at marketing.

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And I'm just hopeless
at getting these things underway.

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Who could do a better job?

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You could.

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It's not that difficult to make
a film like Lifesaver.

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It's not that different
from making a regular video.

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There are just six secrets
that we need to look at.

00:13:22.879 --> 00:13:25.965
And then you can make your own.
It's not that hard.

00:13:26.369 --> 00:13:28.000
It's something you do.

00:13:28.000 --> 00:13:31.490
Lifesaver or a Lifesaver-type film

00:13:31.490 --> 00:13:36.009
is not a film that tells a story
where someone has a heart attack.

00:13:36.009 --> 00:13:40.340
Lifesaver is where you save
somebody who's had a heart attack.

00:13:40.340 --> 00:13:44.590
It's not a Choose Your Own Adventure
story with lots of different endings.

00:13:44.590 --> 00:13:48.870
It's a film with one ending -
where you save the victim.

00:13:48.870 --> 00:13:51.800
To get there,
you have to fight lots of battles.

00:13:51.800 --> 00:13:55.740
If you lose, then the victim dies,
you go back a bit, you try again.

00:13:55.740 --> 00:13:58.769
But at the end, you will save the victim.

00:13:58.769 --> 00:14:01.129
You need an interactive film director.

00:14:01.129 --> 00:14:03.822
Lots of interactive films fail dreadfully.

00:14:03.822 --> 00:14:07.835
And one common reason
is they just get a regular director

00:14:08.974 --> 00:14:11.349
who just does the videos
and then walks away.

00:14:11.349 --> 00:14:13.409
The videos are thrown over a glass wall

00:14:13.409 --> 00:14:16.610
to the interactive people,
who work on it separately.

00:14:16.610 --> 00:14:19.319
And so the whole thing
just collapses horribly.

00:14:19.319 --> 00:14:24.389
What you need is one person looking after
the concept, the script, the shoot,

00:14:24.389 --> 00:14:26.549
the coding, the launch.

00:14:26.549 --> 00:14:29.182
So the whole thing is nicely integrated.

00:14:29.182 --> 00:14:31.670
You need an interactive production house.

00:14:31.670 --> 00:14:35.309
Now the interactive production house
on Lifesaver was a company called UNIT9.

00:14:35.309 --> 00:14:37.683
And Piero Frescobaldi,
the creative director

00:14:37.683 --> 00:14:42.042
and Yates Buckley, the technical partner
did an absolutely fantastic job.

00:14:42.042 --> 00:14:44.049
Along with the coders and designers.

00:14:44.049 --> 00:14:46.907
And they made Lifesaver what it is.

00:14:47.885 --> 00:14:50.240
Real people gives you real emotion.

00:14:50.240 --> 00:14:52.450
Sometimes people say,

00:14:52.450 --> 00:14:54.910
"Yeah - but why not make it
like a video game

00:14:54.910 --> 00:14:57.370
with computer- generated imagery?"

00:14:57.370 --> 00:15:00.370
You could. But of course then
you wouldn't have anything like

00:15:00.370 --> 00:15:04.889
the same emotional connection that
comes from real people in real places.

00:15:06.309 --> 00:15:09.629
And then finally,
don't make it interactive.

00:15:09.629 --> 00:15:11.299
Unless you must.

00:15:11.299 --> 00:15:13.590
Linear video is a fabulous medium.

00:15:13.590 --> 00:15:15.870
You just want to tell a story?
Linear.

00:15:15.870 --> 00:15:19.899
You just want to record a talk? Linear.
It's a beautiful medium.

00:15:19.899 --> 00:15:25.370
But - if it's fundamental to your project
that the viewer must do something,

00:15:25.750 --> 00:15:29.309
then interactivity added to video
is dynamite.

00:15:29.309 --> 00:15:33.935
But handle it carefully
and only use it if you have to.

00:15:35.719 --> 00:15:39.263
(Video) Paramedic: Okay guys thanks a lot,
we'll take it from here.

00:15:39.269 --> 00:15:43.562
We're going to take over
the CPR in 3 - 2 - 1.

00:15:48.450 --> 00:15:51.730
Woman1: Thank you so much.
Woman2: Oh, it's okay.

00:15:51.730 --> 00:15:55.970
I just hope he's okay.
Man: Thank you so much.

00:15:55.970 --> 00:15:58.700
Paramedic: Well done.
You did a brilliant job. Well done.

00:15:58.700 --> 00:16:00.032
Woman 2: Thanks.

00:16:03.670 --> 00:16:05.377
Narrator: Shock delivered.

00:16:05.377 --> 00:16:10.070
MP: Lifesaver shows we can use
the Internet and interactive film

00:16:10.119 --> 00:16:13.410
to teach emergency skills better.
And save lives.

00:16:14.109 --> 00:16:14.870
Thank you.

00:16:14.870 --> 00:16:16.870
(Applause)