| Title | LIKE FOR LIFE |
| Brand | HUNGARIAN RED CROSS |
| Product/Service | CPR TRAINING |
| Category |
C02. Use of Social in a PR campaign |
|
Entrant Company
|
ISOBAR BUDAPEST, HUNGARY
|
|
Advertising Agency
|
ISOBAR BUDAPEST, HUNGARY
|
Credits
| Márton Jedlicska |
Isobar Budapest |
Creative Director |
| Kata Bányász |
Isobar Budapest |
Agency Producer |
| Peter Zsembery |
Isobar Budapest |
Lead Copywriter |
| Daniel Deme |
Isobar Budapest |
Head of Art |
| Zoltan Havasi |
Isobar Budapest |
Chief Strategic Planner |
| Peter Polgar |
Isobar Budapest |
Designer |
| Laszlo Reszegi |
Isobar Budapest |
Social Manager |
| Gyula Toth |
Isobar Budapest |
Designer |
| Róbert Tóth |
Isobar Budapest |
Motion Designer |
The Campaign
Every day over 70 people die in sudden heart attacks in Hungary (sadly Hungary is in the top 3 in terms of heartdiseases) and only 10% of people know how to do Cardiopulmonary Resuscitation (CPR). Red Cross has regular courses teaching CPR. We used Instagram's well known double tap like function that creates a heart shape on the picture when you like something. We created videos where we encouraged people to use this like function to save a life. At the and our message was "Saving a life is easier than you'd think, sign up for Red Cross's next training"
The Brief
Red Cross regularly organizes emergency CPR courses, because the more people know how to do it properly, the more lives can be saved. Isobar Hungary launched this campaign to raise awareness of the potential of CPR to save lives and thus advertise the courses. For this, they partnered with Instagram.
Execution
We used Instagram's well known double tap like function that creates a heart shape on the picture when you like something. We created videos where we encouraged people to use this like function to save a life. At the and our message was "Saving a life is easier than you'd think, sign up for Red Cross's next training". These Like for Life videos lived by the likes just like people with heart attack owe their lives to a heart that's pumped by someone else.
We got approx. 180.000 Euros worth free media impressions by getting coverage in all the mayor national and international news outlets (e.g. MTVA, M1, Euronews, Index, Origo) and in many international blogs and professional news sites (e.g. Creativity Online, WERMS, ADFORUM, AOTW). We were also invited to the biggest national news show (MTVA) to talk about the idea and the importance of knowing CPR. So these Like for Life videos lived by the likes just like people with heart attack owe their lives to a heart that's pumped by someone else.
The Strategy
Our strategy was to demonstrate how easy but also very critical to learn and know CPR. We used one of the mainstream social platforms, Instagram.