The overview of the Life Saving App campaign was to convince the people of Romania to attend First Aid training, despite the very low interest. Romanians were unwilling to spend the time and money to attend a First Aid course, despite the fact that 90% of them stated that any adult should know First Aid maneuvers.

Additionally, it takes 10 minutes for the ambulance to arrive in Bucharest.

In life or death situations survival depends on receiving first-aid in a timely manner.

We had set forth two objectives- promote first aid courses to attract higher number of participants and increase brand awareness for the Red Cross of Romania. March 2013 the app was released and promoted digitally cross-platform through mobile banners, desktop online banners, a Facebook quiz app and dedicated content on the RRC page as well as traditional PR. The sponsor of the app – Real Hypermarket – also promoted it via in-store materials for two months. The campaign focused strictly on the app and its features- no mention of the First Aid courses.

The results were unprecedented- it was clear Romania was learning how to save a life! The First Aid Guide accumulated 10,000 downloads in just one month from release, holding the first position in the free apps top for over a week, as well as being top rated in the Health and Fitness categories on Google Play. Our true objective was to stimulate enrollment in FA courses – which we did: from just 1 course sold every 2 months, with no promotion, or 15 courses per month with local promotion, we achieved 10 individual enrollments per day during the campaign. The novelty of the app brought media/social media interest as the must-have mobile tool with online news, popular blogs, radio and TV interviews on zero budget. Our goal was achieved- the people of Romania understood and took action. They are now the Life Savers.