Challenge

Røde Kors aimed to launch a campaign that highlighted the importance of knowing CPR. Insights revealed that many people wrongly assume that professional help is closer than it actually is, and they don’t fully grasp how helpless one can be while waiting for an ambulance in an emergency.

 

Solution

The campaign featured 422 unique Facebook videos, one for each municipality. Each video was designed to match the average wait time for an ambulance to reach that location. Videos were produced locally for each municipality, with a national average wait time video shared on Røde Kors’s main page.

 

The dramatic film followed a father suffering a heart attack and his partner’s desperate attempts to revive him. Viewers in Horten saw a ten-minute video, while in Røros, the video lasted 61 minutes.

 

Rather than having viewers watch the videos to completion, the primary message was conveyed quickly. The aim was for people to feel the impact of the actual wait time in their area, making it seem longer because the videos were shared on Facebook.

 

TRY Apt developed software that automated the production process, versioning and finalizing the videos for each location. The program seamlessly stitched together clips and customized the videos with varying lengths and localized text.

 

 

Results

The campaign generated four million ad impressions on Facebook, with three times more clicks than in 2018. Over 5,000 people subscribed to the first aid newsletter. There was a 5% increase in individuals who felt confident giving first aid. Additionally, a 14% drop in people’s fear of performing CPR was noted, along with a 13% rise in those wanting to learn first aid.