Cannes Lions
OGILVY GUATEMALA, Guatemala, Central America / BOMBEROS VOLUNTARIOS DE GUATEMALA / 2016
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Description
One resource that firefighters can sometimes spare is time, which they often use to organize fundraising activities and to stay in shape for such a demanding job.
Coincidentally, many of the exercises firefighters usually perform are similar to those of CrossFit, a fitness program for which Guatemalans are actually willing to pay for.
We decided to turn firefighter stations into CrossFit Boxes (gyms) by developing a CrossFit routine to resemble the exercises firefighters commonly do. We then invited people to train with firefighters as means of helping them raise funds. The classes were imparted by the Volunteer Firefighters of Guatemala themselves on their spare time, and participants paid for each class they received.
Execution
We implemented a CrossFit routine designed to use the equipment that the volunteer firefighters stations have and so we turned the fire stations into CrossFit boxes, to be able to raise the necessary funds to purchase supplies needed by the Volunteer Firefighters.
Outcome
The response was immediate. Within a month of launching, Firefighter Workout had collected the equivalent to the Volunteer Firefighters of Guatemala´s traditional year-long fundraising efforts.
In addition, we helped the Volunteer Firefighters of Guatemala make even better use of their spare time while meeting their demand for much-needed equipment and supplies.
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