In the US, life-or-death situations are now a daily fact. Overdoses. Gun violence. Heart attacks. Stroke. And when the Pittsburgh community was hit by the horrific shooting at the Tree Of Life Synagogue in October 2018, UPMC knew it was time to act.

Grey New York worked with UPMC to develop Minutes Matter - a program with the goal of turning all the people of Pittsburgh into Citizen First Responders. Focused on 4 EMS protocols - Narcan. Stop the Bleed. CPR. AED - the whole city was educated on the ground, as well as social and digital.

The program launched with this :60 that ran locally in Pittsburgh during the 2020 Super Bowl.