Title | LIFE SAVING STORIES |
Brand | RED CROSS |
Product/Service | CPR TRAINING |
Category |
G04. Social Behaviour |
Entrant
|
180 AMSTERDAM, THE NETHERLANDS
|
Idea Creation
|
180 AMSTERDAM, THE NETHERLANDS
|
Production
|
180 AMSTERDAM, THE NETHERLANDS
|
Post Production
|
MASSIVEMUSIC Amsterdam, THE NETHERLANDS
|
Credits
Kalle Hellzen |
180 Amsterdam |
Chief Creative Officer |
Koen Gerretsen |
180 Amsterdam |
Art Director |
Paul de Haas |
180 Amsterdam |
Sr. Copywriter |
Pol Hoenderboom |
180 Amsterdam |
Executive Creative Director |
Nick van Wagenberg |
180 Amsterdam |
Jr Creative |
Nevil van Outheusden |
180 Amsterdam |
Jr Creative |
Tom Bremerkamp |
180 Amsterdam |
Art Director |
Eric Ytsma |
180 Amsterdam |
Planning Director |
Jenny Leung |
180 Amsterdam |
Account Director |
Gandy Mansour |
180 Amsterdam |
Animator & editor |
Laura Klaassen |
180 Amsterdam |
Producer |
Marloes van den Berg |
180 Amsterdam |
Head of Production |
Auke Riemersma |
Massive Music |
Sr. Music Producer |
Why is this work relevant for Brand Experience & Activation?
The Dutch Red Cross activates youngsters to teach them essential life-saving skills, using existing social behavior. It connects the virtual social media world with a real-life experience, which became even more urgent and relevant after Danish soccer player Christian Eriksen collapsed on the soccer field during a live match of the European Championship. By turning Instagram Stories into a training tool, the Red Cross connects with a new, younger audience in a way that is relevant for both brand and society. A whole new generation now knows how to save lives.
Background
Every week, around 300 people in the Netherlands suffer from cardiac arrest outside the hospital. But research shows that bystanders, and young people in particular, often don’t know how to respond. Young people, however, are the perfect first responders, because they’re out on the streets more than other age groups, and often are physically fit enough to perform exhaustive tasks in case of a medical emergency. That’s why the Dutch Red Cross aims to find new ways to teach youngsters the basics of first aid and CPR, and create general awareness about the subject.
Describe the creative idea (20% of vote)
Turning Instagram Stories into a life-saving CPR training tool.
We noticed it’s become common behavior on Instagram to quickly flick through Instagram Stories, tap after tap after tap. So, with animated stories and custom music, we triggered youngsters to use their existing tapping behavior to keep a character alive. By doing so, they learn the basics of CPR.
Describe the strategy (20% of vote)
Young people are a hard to reach audience. Targeting them with ads doesn’t necessarily reach them. We wanted to do something more engaging. Something playful and fun, that gets them involved in a new way. Instagram, therefore, was the obvious choice for a medium.
So we studied typical Instagram behavior. And we noticed that when you’re watching an Instagram Story and you’ve seen enough, you can tap on the right side of the screen to go to the next Story. But with lots of content from every person and brand on Instagram, it’s become common behavior for Instagram users to quickly flick through these Stories, by tapping on the right side of their mobile screens. Tap after tap after tap. We decided to tune into this behavior and make it more meaningful.
Describe the execution (30% of vote)
We created animated Stories, in which a character suffers from cardiac arrest and has to be resuscitated using CPR. We positioned the character’s heart on the right side of the screen, so every tap on his heart leads to the next Story.
In each Story, the heart beats only once, together with one musical beat. After that, the heart rate drops and the music slows down, warning you to start tapping again. By tapping in the right rhythm, you connect all the single beats together. This creates a seamless song and keeps the character alive. You’ve now learned the right rhythm for CPR.
Even positioning your hands and performing rescue breaths was integrated into the Stories with Instagram’s emoji sliders.
We placed the Stories on Instagram organically, and linked to it from different accounts. Free publicity and PR were therefore important factors to turn this into a success.
List the results (30% of vote)
Without any media budget, Life Saving Stories was all over the news. From the Dutch children’s news to the more serious national 8 ‘o’clock evening news, and from radio programs to all major online news outlets. Everyone was talking about it, both offline and online. We reached thousands of youngsters on Instagram, and millions through free publicity.
Plus:
- Following for the Red Cross First Aid Instagram account went up by 43%.
- 65% of followers are now between 18 and 34. Exactly our desired target audience.
- Interactions on the account even went up by a staggering 12,150%
- Contributed to a rise of 400% in demand for offline CPR courses.
This is great news for all of us, because in the event of cardiac arrest, we now have a bigger chance of having a life-saver around.
Please tell us about the social behaviour that inspired the work
It’s become common behavior for Instagram users to quickly flick through Insta Stories, tap after tap after tap – which is often perceived as negative behavior. Our objective was to break through this behavior and turn it into something meaningful. Instead of passively watching videos on their phone, they now acted quickly and used their skills to save a life. We hope that through this experience, youngsters will show this behavior earlier and more often in real life. From passive bystanders to active lifesavers.