Unibet Initiates Campaign Reinforcing Importance of Cardiovascular Health
In a unique collaboration, the Kindred Group, a leading online gambling company, is teaming up with the Dutch cycling team Tour de Tietema and Belgian cycling community to raise heart health awareness.
The campaign, named 'Follow Your Heart', is spearheaded by Dennis Marien, General Manager Belgium, Kindred Group, and Lennart Kessels, General Manager Netherlands, Kindred Group. The initiative aims to educate the public on lifesaving skills and enhance survival rates.
The heart of the campaign is an Augmented Reality (AR) experience that guides users through an eight-step process of lifesaving resuscitation. Digital versions of team owners Bas Tietema, Devin van der Wiel, and Josse Wester will be showcased in the AR experience.
The cycling team, wearing a unique jersey with 'Follow Your Heart' on the chest, hearts on the sleeve, and the eight lifesaving skills forming a heart on the back, debuted the campaign at the Tour of Antalya. Bas Tietema, one of the owners of Tour de Tietema, emphasised the team's commitment to drawing attention to heart health issues.
Unibet, a sports betting provider, has previously collaborated with Club Bruges to raise heart health awareness. Now, the company is extending its efforts to the cycling community, tailoring the eight lifesaving skills to cyclists.
The collaboration aims to inspire as many Dutch and Belgian people as possible to complete the AR experience and learn lifesaving skills. This initiative aligns well with Unibet's focus on increasing social engagement.
While specific details about the impact of the Unibet 'Follow Your Heart' campaign on heart health awareness in the cycling communities of Belgium and the Netherlands are not readily available, the collaboration marks a significant step towards promoting heart health education in the sports community.
- The Kindred Group, known for sports betting, is partnering with Tour de Tietema and the Belgian cycling community to promote health-and-wellness, focusing on heart health awareness.
- Dennis Marien and Lennart Kessels, General Managers of the Kindred Group, are driving the 'Follow Your Heart' campaign, aiming to educate the public on lifesaving skills and boost survival rates.
- The campaign features an Augmented Reality (AR) experience, guiding users through eight steps of lifesaving resuscitation, showcasing digital versions of Tour de Tietema owners.
- The cycling team, with 'Follow Your Heart' on their jersey and hearts on their sleeves, debuted the campaign at the Tour of Antalya, emphasizing their commitment to heart health issues.
- Unibet, a sports betting provider, has a history of collaborating with Club Bruges to raise heart health awareness, and now extends its efforts to the cycling community, modifying the eight lifesaving skills for cyclists.
- The collaboration seeks to motivate as many Dutch and Belgian individuals as possible to complete the AR experience and acquire lifesaving skills, aligning with Unibet's emphasis on social engagement.
- Although the specific effects of the Unibet 'Follow Your Heart' campaign on heart health awareness in the Dutch and Belgian cycling communities are yet to be measured, this partnership represents a significant stride in promoting heart health education within the sports community.
- This unique initiative also overlaps with the realm of technology, utilizing AR to educate and engage the public in lifesaving skills.
- As sports betting companies expand their reach beyond gambling, they are increasingly embracing lifestyle initiatives such as health-and-wellness, fitness-and-exercise, and mental-health programs.
- The 'Follow Your Heart' campaign offers a unique opportunity for sponsors to showcase their commitment to corporate social responsibility, reaching a diverse audience within the casual sports fan and the dedicated cyclist.
- The potential impact of this initiative on the cycling communities may also extend beyond heart health awareness, possibly inspiring similar campaigns focusing on nutrition, finance, and overall lifestyle improvement, ultimately fostering a healthier, more engaged society.
