| Title | MARKED FOR LIFE |
| Brand | TRYGG-HANSA |
| Product/Service | INSURANCE |
| Category |
F03. Innovative solutions |
|
Entrant
|
TRYGG-HANSA Stockholm, SWEDEN
|
|
Idea Creation
|
BCW Stockholm, SWEDEN
|
|
PR
|
BCW Stockholm, SWEDEN
|
|
Production
|
BCW Stockholm, SWEDEN
|
Credits
| Axel Bringel |
BCW |
Creative |
| Sofia Skogquist |
BCW |
Art Direction |
| Niklas Adamsson |
BCW |
Copywriter |
| Jacqueline Grünthal |
BCW |
Project Manager |
| Elias Westring |
BCW |
Media specialist |
| Alice Elfström |
BCW |
Media specialist |
| Joseph Borenstein |
BCW |
Client Manager |
| Sean Canning |
BCW |
Account Director |
Background
Drowning is the most common deadly accident for children aged 0-6 years. When a drowning occurs, knowledge of cardiopulmonary resuscitation (CPR) is absolutely crucial for survival. But a recent national survey exposed the fact that 6 out of 10 parents did not know how to do CPR on children.
Having worked with water safety for 65+ years, insurance company Trygg-Hansa wanted to create an initiative to draw attention to the importance of knowing CPR for children (which is different to CPR on adults). The brief was to come up with a creative idea that could:
Increase the public’s knowledge of CPR
Increase participation in CPR courses: + 5%
Earned Media Reach: 4 mm
Social Media Reach: 3 mm
Describe the creative idea (40% of vote)
Design tattoos for children that illustrate the critical steps of CPR. This transformed the bodies of swimming children into living instruction manuals for CPR. So, in a critical situation, information on how to save a life would be present. To overcome any stress or language barriers, the tattoos use symbol design to illustrate the critical steps of CPR, instead of text.
Describe the execution (40% of vote)
For many years, Trygg-Hansa has placed thousands of public life-buoys all over Swedish beaches and marinas. The tattoo design builds on the brand elements and colors of Trygg-Hansa, strongly associated with water safety (because of the life-buoys).
The tattoo packaging features a playful design, and is made with children in mind, being part of the target group. QR codes on the packaging linked to Trygg-Hansa's website for in-depth information on CPR. Branded tattoo boxes were placed on 10 of the most accident-prone beaches in Sweden, and distributed by the Swedish Lifesaving Society to swimming schools all over the nation.
A press release about the tattoos and CPR instructions alongside the results of a national survey on lack of CPR knowledge, was distributed to media outlets all over Sweden. Short videos for owned and social media channels introducing the tattoos and educating on the importance of CPR.
List the results (20% of vote)
The innovation of CPR-tattoos for children spread all over Sweden. On TV, radio, podcasts and influencers’ channels, parents were educated in CPR.
Change in public knowledge about CPR:
Pre campaign: 60% unsure of CPR. Post campaign: 85% are familiar with CPR
Earned media reach: 9,691,000 (Swedish population 10 million)
Social media reach: 7,913,860
Increase in CPR courses taken compared to previous year: +70%
Brand consideration among parents: +10% (highest results in Trygg-Hansa's history)
Summer of 2021, the number of drowned children decreased by 33%