Cannes Lions
RAPP, Paris / RED CROSS / 2014
Overview
Entries
Credits
Execution
Timed to coincide with the release of Grand Theft Auto 5, the French Red Cross chose to target gamers and to speak to them in their language: it launched Licence To Heal, the first ever bilingual guide to first aid ingamer-speak and French.
Outcome
For €15,000 invested = 16 million French people reached
Which means 1 euro = 1,000 people exposed to the message
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