An innovation is useless if it's not used. While Automated External Defibrillators (AED) such as Philips HeartStart are located in most public spaces, few members of the public are actually educated in its purpose and usage in the event of witnessing a sudden cardiac arrest. In most heartlands, where the elderly are most prone to cardiac arrests, Philips embarked on a project to recruit retirees as rescuers. So that the accessibility of AEDs can be matched by the very people who are most likely to be around when emergencies occur.