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

Name	Company	Position
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.