Title | SHOCK THE HEART |
Brand | THE JAPANESE CIRCULATION SOCIETY |
Product / Service | AED(AUTOMATED EXTERNAL DEFIBRILLATOR) |
Category | B01. Education & Awareness (incl. Fundraising and Advocacy) |
Entrant | DAIKO ADVERTISING Tokyo, JAPAN |
Idea Creation | DAIKO ADVERTISING Tokyo, JAPAN |
Idea Creation 2 | BOTH Tokyo, JAPAN |
Idea Creation 3 | TAIYO KIKAKU Tokyo, JAPAN |
Production | BOTH Tokyo, JAPAN |
Production 2 | TAIYO KIKAKU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Satoshi Someno | Daiko Advertising Inc. | Creative Director |
Kayo Okumura | Daiko Advertising Inc | Copywrite |
Tomofumi Narita | Daiko Advertising Inc. | Executive Creative Director |
Shingo Nomura | Daiko Advertising Inc. | Interactive Planner |
Ryo Tanikawa | both inc. | Art Director |
Yoshihiro Esashika | both inc. | Art Director |
Hirotaka Tochihara | TAIYO KIKAKU co.,ltd. | Producer |
Takeshi Izumida | TAIYO KIKAKU co.,ltd. | Director |
Yoshitaka Hori | TAIYO KIKAKU co.,ltd. | Production Manager / Production Design |
Yuma Yoshimura | TAIYO KIKAKU co.,ltd. | Production Manager |
Asuka Toyoda | TAIYO KIKAKU co.,ltd. | Production Manager |
Tetsuro Hirano | freelance | Cameraman |
Tomohiro Takahashi | freelance | Lighting |
Naoki Yamada | freelance | Stylist |
Kaho Onishi | Bside inc. | Hairdresser |
Sadahiko Yoshida | TAIYO KIKAKU co.,ltd. | Sound Recording |
Atsushi Wakabayashi | TAIYO KIKAKU co.,ltd. | Editor |
Syuji Daito | TAIYO KIKAKU co.,ltd. | Editor |
Asako Harada | IMAGICA Corp. | Colour Correction |
Akari Tatsumi | TAIYO KIKAKU co.,ltd. | Audio Editting |
Shintaro Kitayama | TAIYO KIKAKU co.,ltd. | Web Producer |
Yukiko Tosu | TAIYO KIKAKU co.,ltd. | Web Director |
Fu Ran | TAIYO KIKAKU co.,ltd. | Designer |
Kazushige Aoki | freelance | movie still photographer |
“Shock the Heart” We turned the serious situation of someone collapsing into a form of entertainment to keep those people who were once uninterested captivated in the game so they would play it to the very end. We created e-learning content that allows people to experience saving a life while enjoying a game in a world of intense suspense drama.
We released a suspense drama on a website that teaches viewers how to use the AED device as the story continues allowing anyone the virtual experience of saving a life. The story has elements of mystery, romance, and comedy sparking interest in those who were once uninterested and at the same time promoting repeat access to the site. Also, a rhythm game using a well-known nursery rhyme enables viewers to experience the appropriate rhythm for heart massage and the experience of saving a life with an AED while enjoying a game-like experience. Furthermore, by setting the timer, players get a real feel for the decrease in survival rate as time passes.
The homepage once visited only by those who were interested, received a 10800% increase in access. 72% of the people who visited the site played to the end of the 6-minute content experiencing saving a virtual life. “After watching I feel like I will have the confidence to act if the time comes.” “I had no idea heart massage pushes were so rapid!” were posts found as it became a hot topic, mainly on Twitter and Facebook, rising to second place on Twitter as a trend word. It was picked up by a variety of media including TV and internet news.
At workshops and other conventional forms of speaker-centered communication, it is only the understanding of those who are already interested that can be promoted, and it fails to lead to the further spread of AED use. We therefore created contents that viewers will want to see for themselves and in turn teach others about, targeted at the uninterested demographic, which accounts for most people. By making the contents a hot topic, the awareness of how to use an AED was spread, and we were able to shift those in the uninterested demographic to the interested.