Recovery position, cardiac massage, defibrillator, emergency numbers, learning first aid gestures can save lives. Reaction time is decisive in increasing the victims' chances of survival and reducing the severity of after-effects while waiting for the arrival of help. However, despite numerous national campaigns, only 40% of the French population is trained in first aid gestures whereas in several European countries, that number reaches 80% (Germany, Denmark, Austria,...)

Consequently, as part of its next life-saving awareness campaign, the brand wanted to use a radical new approach to raise awareness to this essential topic. They decided to launch a web series of 4 films, involving humorists and social media influencers, with a quirky and catchy tone, intending to encourage viewers to train in life-saving gestures.

Objectives :

Raise awareness of the importance to train in life-saving gestures

Give a modern and caring image of the brand

Promote brand's commitments.

Face a dire make-or-break moment to show the importance of being trained in first aid gestures.

Playing "Mr. and Mrs. Everyone", Kev Adams Laurie Peret Marina Cars and Mr Nouar - four famous stand-up comedians and influencers - find themselves in the wrong place at the wrong time, forced to take on a role they're not cut for on short notice, when the person in charge suddenly passes out. Caught in the midst of an unexpected crisis, they will come out of it in a much worse shape than the victim of the malaise who was taken care of efficiently by the urgent care who eventually showed up.

At the end of each episode, Internet users are invited to get access to free life-saving gestures classes near their homes on the brand's platform.

More than 26 million views after only 2 months with a completion rate of nearly 67%

Over 48 million minutes watched

Nearly 20,000 interactions

The 4 actors shared the campaign (film + teaser) on social media among the 25-49 year-old targeted audience.

They have large communities on their social networks. For example:

- Kev Adams with 7,5M followers on Insta, 5,6M on FB, 2,2M on tiktok and 541K viewers on Youtube

- Mr Nouar 1,2M followers on FB, 806K on tiktok, 412K on Insta and 238K viewers on Youtube

The content is broadcasted and promoted on Youtube, Instagram, LinkedIn, TikTok, Facebook, Twitter and Snapchat.

Episodes are available on the brand's websites.

Emailing to the brand's community members was planned.

An internal communication plan was put in place to promote the web series with group employees (newsletter, welcome screens, intranet, …).

The videos are used during prevention campaigns in France.