Since our youth audience is being solicited from all sides, we needed a powerful message that will draw and hold their attention.Our target audience is in school and travels mainly by bus. Young people today all have iPods and MP3 players and they always have their earphones on when they’re on the bus.The ultimate reward of a career in the health services, both rationally and emotionally, is saving lives.These were the three points that guided our creative.We designed and installed interactive bus shelter displays near high schools. Our display panel showed nothing more than a young man in obviously rough shape. Students were invited to plug their earphones directly into the bus shelter. When they did, they could hear the heart of the young man talking to them, encouraging them to save lives by choosing a career in health care.

The “Sauve des vies” campaign beat the previous year’s record with an 11% increase in visits to the website.The bus shelters grabbed the attention of students and were very popular during their 4 week run. Average daily traffic to the website rose by 55.5% during the campaign, increasing from 268 visits/day to 416 visits/day.