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.

Get more Hungarian citizen to learn Cardiopulmonary Resuscitation (CPR) with Red Cross.

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 and turned Instagram videos into a CPR demo.

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.

Our strategy was to demonstrate how easy but also very critical to learn and know CPR. We used one of the mainstream social platforms, Instagram.

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.