We are spoiled this year with interactive campaigns in the non-profit niche. Campaigns become better and innovative.
Just like this new campaign from the American Heart Association in collaboration with the Ad Council.
They just launched a Web-based learning experience to teach Americans how to help save a life with Hands-OnlyTM CPR.
The new digital application walks the viewer through the two steps of Hands-Only CPR: calling 9-1-1 and pushing hard and fast in the center of the chest until professional help arrives. Viewers can try it out on a female or male torso that they choose from a gallery of bodies.
BTW Disco can save lives but the Stayin’ Alive song isn’t needed.
“We took a novel approach with the execution to increase the likelihood of viewer engagement and pass on — with the intention to help save lives,” said Peter McGuinness, chairman and CEO of Gotham, the New York ad agency who created the Web-based application.
“All Americans, at a minimum, should know Hands-OnlyTM CPR — and use it — so we can really make a dent in improving survival from sudden cardiac arrest,” said Michael Sayre, M.D., chair of the American Heart Association’s Emergency Cardiovascular Care Committee. “The new digital application is fun, engaging and takes just a few minutes. Anyone can take the time to learn this lifesaving skill.”
The Hands-Only CPR campaign started originally in 2009. Besides the application Gotham also developed a series of Web banners to promote it. An integrated social media program will also extend the reach of the new application through blog outreach and online partnerships that engage and educate adults.
Ken Jeong speaking about the campaign in this Behind the Scenes video:
Campaign video from earlier this year. Also with ‘Stayin’ Alive’:
American Heart Association