Our brief was to generate media coverage on the importance of knowing first aid. Our challenges were two-fold: How do you motivate an indifferent target with a message that is not top-of-mind? Also, how do you do it on a very limited budget? Our solution was to surprise people with a perceived “emergency” situation. By using floor decals to create this unexpected “emergency” event, passersby were caught off-guard and forced to reflect on their inability to react correctly to the situation. The decals were placed in cinemas during the Toronto International Film Festival to maximize foot-traffic and media attention.

Almost 7 million people have seen the decals and their message thanks to national and international press. Seven newspapers featured the story in Canada alone (that includes two national chains). As well, traffic to the Canadian Red Cross enrolment website increased by five times from the previous year. These results were achieved with a total budget of under $1000.

In order to misdirect passersby into thinking that an actual emergency was taking place, life-sized, realistic decals of fallen people were placed at the bottom of staircases. At first glance, the decal generates the impression that someone is unconscious and in need of help. Upon closer inspection, however, one realizes that it’s just a photograph on the floor. The accompanying copy, “Know what to do. Learn first aid.” also becomes visible.

Our target was young, urban males and females. The kind of individual that goes to films during the Toronto International Film Festival. Our secondary audience was anyone who would see the decals from the media exposure we were hoping for. After all, first aid training is beneficial for everyone.