#PLSCHALLENGE

Short List
Title#PLSCHALLENGE
BrandFRENCH RED CROSS
Category A07. Not-for-profit / Charity / Government
Product/ServiceFIRST AID TRAINING
Entrant KONBINI Paris, FRANCE
Idea Creation KONBINI Paris, FRANCE
Media Placement KONBINI Paris, FRANCE
Credits
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

Why is this work relevant for Media?

We decided to leverage one of TikTok’s most popular usage in order to convey a message of prevention and training to young people. Not through verbal and top down communication like in traditional media but by using a dance challenge. So basically, we hacked a platform usually dedicated to entertainment and self-expression to make it the support of a fun and engaging prevention campaign :) Moreover, we partnered with Konbini, the French leading media for the 18-35 years old to get extra exposure to this campaign.

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 creative idea / insights (30% of vote)

TikTok is well known for its viral dance challenges (Renegade, Blinding Lights, WAP…). But usually these dances have no particular purpose, except for entertainment and self-expression. Our idea was to make a dance challenge that would be really useful. We wanted to take advantage of this trend in order to convey a message of general interest to the younger generation : dancing can save lives ! Using 4 French famous TikTokers and partnering with the platform, we created the #PLSChallenge : a dance challenge where people have to reinterpret 4 life-saving gestures within a choreography. With the aim of teaching the basics of the gestures and encouraging young people to enroll in Red Cross training.

Describe the strategy (20% of vote)

Our target audience were all the school students / teenagers aged between 11-24 years old. But also a broader audience from a PR perspective. The choice of using TikTok was natural. 78% of TikTok’s French daily users are aged between 11-24 years old. And they spend an average of 48 minutes on the platform. (Harris Interactive, Social Life 2020). We partnered with 4 major French TikToker who all agreed to participate on a voluntary basis. @rose.thr => 3.8M followers @lenna.vivas => 3.8M followers @baptistecassagnole => 441K followers @whatsupclair => 1M followers And TikTok agreed to promote our challenge during one week.

Describe the execution (20% of vote)

From August 16th to September 12th, 2020, 4 TikTokers with nearly 7 million subscribers in total, 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 had learnt previously during a training, given by the French Red Cross’ volunteers. The goal of the challenge was 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 gestures and encourage them to enroll in Red Cross training in order to be able to save lives in case of emergencies. Note that this campaign was also amplified on all Konbini networks thanks to additional content.

List the results (30% of vote)

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.