Category E03. Innovative Use of Social or Community
Idea Creation KONBINI Paris, FRANCE
Media Placement KONBINI Paris, FRANCE
Name Company Position
David Creuzot Konbini Chief Executive Officer
Lucie Beudet Konbini Chief Executive Officer
Arthur King Konbini Executive Creative Director
Guillaume Aubert Konbini Creative Director
Jean Ares Konbini Copywriter
Sergio Alves Konbini Art Director
Jordan Beline Konbini Motion
Hugo Jacquier Konbini Motion
Stephanie Decombe Konbini Business Director
Thomas Devynck Konbini Account Director
Margaux Le Grix de la Salle Konbini Account Manager
Laura Zenoni Konbini Project Manager
Julien Pacull Konbini Head of New Business
Marguerite Courcoux Konbini PR Manager
Coline Abeillon French Red Cross Communications Manager


France aims to train 80% of French people in first aid within the next 10 years. To reach this objective, more and more young people are being trained thanks to the efforts of the Department of Education, but there is still progress to make. According to a SMEREP survey, 40% of French high school students declare that they have never received any first aid training.

Describe the strategy

The French Red Cross, in its historical mission as a trainer, decided to invade TikTok, the #1 platform of this generation, to create the first tiktok’s dance challenge which aims to raise awareness and train young people in first aid measures: #PLSChallenge, Life Saving Dances.

Describe the execution

From August 16th to September 12th, 2020, 4 TikTokers with nearly 7 million subscribers in total, (@rose.thr, @lenna.vivas, @whatsupclaire and @baptistecassagnolle) launched the challenge on their TikTok account with 4 dances interpreting in their own way the main first aid measures : • RECOVERY POSITION • THE RIGHT MEASURES IN CASE OF CHOKING • CPR • THE RIGHT MEASURES IN CASE OF BLEEDING Four life saving measures they have learned during a training, given by the French Red Cross’ volunteers. The goal here is to invite as many people as possible to reproduce these «life saving dances» in order to raise awareness among young people on the importance of knowing those measures and encourage them to train in order to save lives. Note that this campaign will also be amplified on all Konbini networks thanks to additional content, such as the interview of the 4 participants of this challenge.

List the results

On TikTok, the #PLSChallenge was seen 28,6M times (100% organic), generating more than 10M views on the 4 dance videos and 434K interactions (likes, comments and shares). Within just 1 week, the French Red Cross became the 1st NGO on TikTok with 22,4K followers.