Every day over 70 people die in sudden heart attacks in Hungary (sadly Hungary is in the top 3 in terms of heart diseases) and only 10% of people know how to do Cardiopulmonary Resuscitation (CPR). Red Cross has regular courses teaching CPR. Learning it is quite easy and could make a serious difference.

We had a really tiny budget but and we had to reach people at the age between 16-35.

Our strategy was to demonstrate the easiness of CPR and to use one of the mainstream social platform.

We used Instagram's well known double tap like function that creates a heart shape on the picture when you like something. We created videos where we encouraged people to use this like function to save a life.

We got approx. 180.000 Euros worth free media impressions by getting coverage in all the mayor national news outlets (e.g. MTVA, M1, Index, Origo) and in many international blogs and professional news sites (e.g. Creativity Online, WERMS, ADFORUM, AOTW). We were also invited to the biggest national news show (MTVA) to talk about the idea and the importance of CPR.

We had a really tiny budget but and we had to reach people at the age between 16-35.

Our strategy was to demonstrate the easiness of CPR and to use one of the mainstream social platform.

Red Cross has regular courses teaching CPR and learning it is quiet easy and could make a serious difference. Our goal was to encourage as many people as we can to sign up for these courses.