RAPID RESCUE

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TitleRAPID RESCUE
BrandSINGAPORE RED CROSS SOCIETY
Product / ServiceRED CROSS
CategoryA06. Best Use of Other Digital Platforms in a Direct Campaign
EntrantJWT SINGAPORE, SINGAPORE
Entrant Company:JWT SINGAPORE, SINGAPORE
DM/Advertising Agency:JWT SINGAPORE, SINGAPORE

Credits

Name Company Position
Tay Guan Hin Jwt Singapore Regional Executive Creative Director
Jun Fukawa Jwt Singapore Chief Creative Officer
Valerie Cheng Jwt Singapore Executive Creative Director
Parixit Bhattacharya Jwt Singapore Creative Director
Alan Leong Jwt Singapore Digital Associate Creative Director
Karan Dang Jwt Singapore Art Director
Celeste Ang Jwt Singapore Art Director
Parixit Bhattacharya Jwt Singapore Copywriter
Karan Dang Jwt Singapore Copywriter
Siti Nuraini Omnitoons Digital Producer
Evan Roberts The Gunnery Creative Director

The Brief

The Red Cross is dedicated to protecting human life and dignity, relieving human suffering and responding to emergencies. Their objectives are to provide assistance in relief operations in times of disaster and in auxiliary health and welfare services. But still, very few people are aware of their offering and the availability of help during life and death situations. Through this project, they want to make themselves synonymous with disaster prevention and aid. They want people to reach out to them when there’s an emergency.

Creative Execution

When it comes to emergencies, time is of the essence - 4 minutes for the brain to stop functioning during a heart attack but 8 minutes for an ambulance to arrive. We realised that through first-aid courses provided by Red Cross, there are 12,000 certified first-aiders in Singapore. What if this help was always around the corner but never tapped on? Our solution was Rapid Rescue, a mobile app that uses GPS to connect a First Aid seeker to the nearest first-aider.

Describe the creative solution to the brief/objective.

To help Red Cross become synonymous with disaster prevention we created Rapid Rescue. A mobile app that connects a First Aid seeker to the nearest first-aider, instantly. By putting all 12,000 first-aiders in Singapore in a tab on a smartphone, people are now able to tap on help, which could be around the corner. Impressed by its value to the society, the Ministry of Health in Singapore endorsed the app and Red Cross is now planning to launch this app in other markets. Rapid Rescue is truly an extension of what Red Cross is all about.

Results

Impressed by its value to the society, the Ministry of Health in Singapore endorsed the app. The launch of Rapid Rescue lauded by all major regional television channels and newspapers Red Cross is now planning to launch this app in other markets. Rapid Rescue has quickly become one of the most downloaded utility apps in Singapore. Through this life-changing app, Red Cross will not only demonstrate their mission but also achieve their objectives as an organization for humanity.