Cannes Lions

Red Crossfit

DHÉLET Y&R LATAM, Buenos Aires / CRUZ ROJA / 2017

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Overview

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Credits

OVERVIEW

Description

In the crossfit gyms of Buenos Aires, we incorporated the first aid exercise as part of the athletes´ routine. In this way, athletes not only exercise their body, but also learn how to save a life.

Execution

We incorporate the CPR exercises as part of the training routine of a crossfit gym.

We took advantage of the fact that the athletes are people who perform physical exercises and we taught them CPR so that they are not only exercising their body, but also learning to save a life. The action was developed in Tuluka, one of the most important crossfit centers in Buenos Aires and reached the hundreds of athletes who do crossfit there.

Outcome

The action had very good repercussion both in the Tuluka gyms, with great participation of the athletes, but also in the social media, with the photos and posts shared by the same athletes.

Hundreds of athletes incorporated a vital and fundamental exercise to their routine.

In addition, several crossfit centers, upon seeing the action, requested that it be done also in their gyms.

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