| Title | #PLSCHALLENGE |
| Brand | FRENCH RED CROSS |
| Product/Service | FIRST AID TRAINING |
| Category |
B02. Non-profit / Foundation-led Education & Awareness |
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Entrant
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KONBINI Paris, FRANCE
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Idea Creation
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KONBINI Paris, FRANCE
|
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Media Placement
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KONBINI Paris, FRANCE
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Credits
| 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 |
Background
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.