PARIS, FRANCE, September 12, 2011 – On September 10th, the French Red Cross hosted the annual World First Aid Day. Created 11 years ago, World First Aid Day is a campaign to promote the importance of first-aid training in preventing injuries and saving lives.
For the second year in a row, OgilvyAction Paris implemented the communication platform “Get ready to be ready” (Préparez-vous à être prêts) in order to shed the light on volunteers’ local actions and free training sessions. A digital and experiential campaign evokes surprise and engagement.
Because too many people don’t know how to react in case of an emergency, the campaign’s aim is to question and gather people around this issue. Red Cross First Aid offers a wide variety of first aid and CPR training courses, empowering French people to act on, prevent and manage life’s emergencies.
By simulating an earthquake on the Red Cross homepage, http://www.croix-rouge.fr/, and with the use of animated banners that show the quandry one faces when someone has a heart attack, the web campaign provokes visitors to the site to ask themselves, “What would I do?”
In addition to the campaign’s online presence, a guerilla effort is strategically placed in shopping malls and other pedestrian venues where someone unexpectedly comes across a human size sticker of a person collapsed on the floor with the message, “This person is having a heart attack. Do you know how to save her?”
OgilvyAction is the global brand activation network of Ogilvy & Mather (www.ogilvy.com), a WPP company (NASDAQ: WPPGY), one of the world’s largest communications services organizations. With its 81 offices and 2000 people, OgilvyAction delivers a broad range of services including experiential marketing, shopper marketing, trade marketing and promotional services. Supporting each of these is a capability in field marketing, digital activation, retail design and analytics that builds brands by creating purchase behavior. The agency’s client portfolio features Fortune 500 Blue Chip brands and some of the most innovative local marketers around the world. For more information, visit our website at www.ogilvyaction.com.