Collection campaign for a life-saving AED device
In Belgium, approximately 9,000 people suffer sudden cardiac arrest every year, between 17% and 30% of them in a public place. (Belgian Health Care Knowledge Centre, 2017) The survival rates of victims increase if bystanders use an automatic external defibrillator (AED). That is why four Spar stores are each investing in an AED device that will be permanently available to anyone at all times.
The independent storekeepers of the Spar stores will pay for half of the purchase costs of the AED device and they are counting on the support of their customers to pay for the other half. Spar Aalter, Spar Denderwindeke, Spar Gembloux and Spar Wijgmaal are the first to start a collection campaign starting on Thursday 5 March to Wednesday 1 April. The AED devices will be installed in these four communities in April. Once the campaign has been trialled at these four stores, the decision will be made whether to roll it out to other Spar stores in Belgium.
Crowd funding via micro donations
Spar customers can contribute to the purchase of the AED device in two different ways. They can round up their till receipt at the checkout. This means that an amount of 10.12 euros is rounded up to 11 euros so the customer makes a donation of 88 eurocents. Customers can also choose to donate 1, 2, 3 or 5 euros. If the campaign raises more money than is necessary, Spar will donate any surplus to the local Red Cross.
Supermarket protecting the heart of the community
“The inspiration for this campaign came from Spar Ireland, where a similar initiative was a great success”, says Guido Soret, sales director of Spar Colruyt Group Belgium. “Spar is a true neighbourhood supermarket. Every independent storekeeper tries in his or her own way to be a strong anchor in the local community, a meeting place in the area. We are convinced that we can encourage our customers to join us in pulling together for this initiative, which will benefit the whole neighbourhood. By financing half of the purchase price of the AED device themselves, the independent storekeepers are giving something back to their customers."
Kris Borloo, independent storekeeper of Spar Denderwindeke, was very enthusiastic to put himself forward as a test store for the campaign. "As a neighbourhood supermarket, we support a variety of local initiatives. A sudden cardiac arrest can happen to anyone. By joining forces with our customers to invest in an AED device, we can save lives in our neighbourhood. I’m therefore happy to contribute half of the cost. What’s more, the Ninove Red Cross will be setting in our carpark and giving more information about the campaign and how to use an AED device. That means we’ll be well prepared if we ever need to use it.”
