| Title | LIKE FOR LIFE |
| Brand | HUNGARIAN RED CROSS |
| Product/Service | CPR TRAINING |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
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 Brief
The knowledge of CPR is lowest among teenagers and young adults and these groups are very well presented ins social media especially on Instagram. Our goal was to raise awareness for the importance of knowing CPR and to demolish the misconception of learning it is very difficult.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
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"