Spikes Asia

BACK2LIFE

CHEIL WORLDWIDE BEIJING / SAMSUNG / 2019

Awards:

1 Silver Spikes Asia
3 Bronze Spikes Asia
6 Shortlisted Spikes Asia
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Overview

Entries

Credits

Overview

Background

In China, less than 1% know how to perform CPR.

As a matter of life and death, we needed to get more people to learn this life-saving skill.

Idea

BACK2LIFE. The hack that got gamers to learn life-saving CPR.

Strategy

Most people only think about CPR when they’re faced with death—at which time it’s usually too late.

Since China is one of the world’s biggest gaming markets, young gamers face death all the time—whenever their characters are on the verge of dying.

We then realised that this is the best time to educate young people on how to perform CPR.

So we hacked the biggest game of the year, and surprised gamers with hands-on CPR training built right into the game itself.

When gamers lost a life, they had to perform CPR on their characters to bring them back to life.

The more they played, the more they learned how to perform this life-saving skill.

Execution

Working with one of the country’s biggest game developers (Longtu Game), we hacked Blood River — the biggest game of the year and China’s equivalent to Fortnite.

For two weeks, we surprised gamers with hands-on CPR training built right into the game itself.

When gamers lost a life, they had to perform CPR on their characters to bring them back to life.

The more they played, the more they learned how to perform this life-saving skill.

Outcome

The hacked game offered life-saving training for gamers.

And a fun, easy way to learn CPR.

During the two-week hijack, over 3 million gamers performed CPR training to bring their characters back to life.

Making this Red Cross China’s most successful CPR drive to date.

Which just goes to show: when it comes to life and death, it helps to know CPR.

Similar Campaigns

12 items

1 Dubai Lynx Award
Fold Experience

CHEIL WORLDWIDE, Dubai

Fold Experience

2024, SAMSUNG

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