Life is in our hands.The low demand of this course led us to think that in general people don’t believe that death going to happen to them, and that there is a very low probability they will have to apply first aid knowledge.We needed to be where death was.The real obituaries sections of the newspapers were intervened to communicate the Red Cross campaign: “Save a life” that stimulates the inscription in the first aid courses. Common and current elements were used, like a rubber and a pencil, to illustrate that with a simple and accessible tool (as are the courses in this case); we can rescue a person from death.

When we intervened with the editorial content of the newspaper (obituaries), and bought just 3 small rectangular strips, we succeeded in owning the entire page visually.

The RED CROSS web page saw an 85% increase in traffic and the demand for the first aid courses in call centres tripled.