For Mexicans, the Red Cross is the hero that always comes to save them from unfortunate events. However, when an accident occurs, there are vital moments where anyone can become that hero, but the knowledge of CPR in society is practically nonexistent. According to statistics from the Mexican Secretary of Health, 30% of people have some understanding of how CPR works, but only 6% of people actually know how to perform it.

Therefore, in an effort to save as many lives as possible, the Red Cross aims to raise awareness about the importance of CPR and encourage society to learn how to perform it.

The objective is clear: to impact the largest number of people with a powerful and relevant message that will make them reflect on the importance of CPR and attend to the Mexican Red Cross First aid courses.

When you love someone, a kiss is the best way to demonstrate that feeling. Similarly, saving someone's life is a pure act of love. This insight drove us to deliver a powerful message to increase CPR awareness.

Our plan for print and digital media ensured that we covered 67% of the necessary multimedia reach to generate curiosity and visibility for learning CPR.

We obtained over 200K scans of the QR code embedded in the artwork, which was linked to a free CPR course. Of those who scanned the code, 56% signed up for the course and 44% attended.

Furthermore, we generated over 451K conversations on social media, resulting in $100K in earned media value and increased positive sentiment towards our solution for saving lives. Finally, we increased digital interest in CPR knowledge by 60%.