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Sponsored by Medtronic Inc. (Minneapolis), the "Keep the Beat" campaign strives to expand public awareness of sudden cardiac arrest, broaden education efforts, and make lifesaving treatment readily accessible in communities all across the country. The campaign includes fund-raising efforts to place automated external defibrillators (AEDs) in schools nationwide.

The initial strategy for the campaign was to build grassroots awareness by establishing a new cause campaign for sudden cardiac arrest. With a commitment to place AEDs in schools around the country, "Keep the Beat" teamed with Neighborhood Heart Watch and its school grant program to offer grants for schools.

In June 2005, the campaign hit the road. Singer-songwriter James Taylor supported "Keep the Beat" during his summer tour, through which thousands of people learned about sudden cardiac arrest and early defibrillation. Taylor's tour included 33 performances over an 11-week period with more than 370,000 in attendance.

The campaign included press releases, press conferences with local media, VIP events, talks from sudden cardiac arrest survivors, local event advertising, branded tents and banners for events, promotional collateral, branded sportswear and giveaways. Also prominent were a 30-second video promo that played at all Clear Channel venues throughout the summer, the Web site www.keepthebeat.org, and kits for helping communities set up their own programs.

Since launching in the spring of 2005, "Keep the Beat" has touched numerous lives and mobilized hundreds to become advocates for sudden cardiac arrest awareness in their communities. The program received more than 900 applications from schools across the country seeking to receive free AEDs.

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