To save more lives, the Dutch Heart Foundation, together with Philips, introduced BuurtAED.nl; a crowdfunding platform where neighbors collectively raise money for an AED in their neighborhood. An ambitious initiative, because no less than €1500 has to be collected per AED. To increase awareness and urgency, we collaborated with local WhatsApp and Facebook groups. This enabled us to personally approach and activate the most involved residents of a neighborhood. In addition, we created various forms of (dynamic) content around the BuurtAED.nl platform based on behavioral data, with a focus on smart (geo) targeting and constant optimizations.