INFANT CPR

TitleINFANT CPR
BrandJASLOK HOSPITAL AND RESEARCH CENTRE
Product / ServiceJASLOK HOSPITAL AND RESEARCH CENTRE
CategoryC02. Use of Mobile
EntrantDENTSU WEBCHUTNEY Gurgaon, INDIA
Idea Creation DENTSU WEBCHUTNEY Gurgaon, INDIA
Media Placement DENTSU WEBCHUTNEY Gurgaon, INDIA
Production DENTSU WEBCHUTNEY Gurgaon, INDIA

Credits

Name Company Position
Sudesh Samaria Dentsu Webchutney Chief Creative Officer
Gurbaksh Singh Dentsu Webchutney Chief Creative Technologist
Vishal Sagar Dentsu Webchutney Creative Director
Hemant Kumar Dentsu Webchutney Interactive Lead
kavita Gupta Dentsu Webchutney Art Director
Rakesh Bairwa Dentsu Webchutney Tech Head

Why is this work relevant for Direct?

Infant CPR is an important yet ignored topic in India. Thousands of children are lost each year because parents don't know it. Worse, few parents perform adult CPR on infants which proves fatal in many cases. Infant CPR post counters the belief that adult CPR is Infant CPR. And not just that, it teaches people how to perform it there by performing them for ultimate emergency. It replicates the same situation, panic and anxiety so that parents don't fail when it matters the most.

Background

Every year, 100,000 infants in India require a CPR. Most of them don't get one. As most people in India don’t know CPR. Those who do, know adult CPR but not Infant CPR. Yes, they are not the same. In fact, administering adult CPR to an infant can prove fatal. India witnesses many cases of infant death just because people are not ready for the ultimate emergency. An infant can need CPR for multiple reasons - Asthma, Choking, Electric Shock to name a few. Jaslok Hospital & Research Centre is a leading name in wellness care in India. They wanted to spread awareness about Infant CPR and how this simple thing can save thousands of lives.

Describe the creative idea (30% of vote)

There were two things that we had to communicate: - Adult CPR is not Infant CPR - How to perform Infant CPR? To make people aware of the same, we created an Interactive Facebook post where users had to save an infant named Noni by administering CPR. As expected, most people picked adult CPR. They were made aware of the differences as well as directed to perform Infant CPR the right way. They not just only got to know the procedure but also gained a firsthand experience of the same and that was the idea. To show people the difference and prepare them mentally so that they don't panic when facing the ultimate emergency.

Describe the strategy (20% of vote)

Primary Audience - New Parents - Newly Married Secondary Audience was more generic as lifesaver can be anyone. We picked Facebook because it is the most popular platform in India. We offered an interactive immersive experience to our users so that they could not just learn but also experience it firsthand.

Describe the execution (20% of vote)

To make people aware of the difference, we created an Interactive Facebook post where users had to save an infant named Noni. Designed using the best social media practices, the post engaged people by showing them a cute infant named Noni. The post received great response in particular from new parents. While playing, Noni faints and starts fading away. Users are asked to save her life by administering CPR. They are given two choices through icons, no description - Adult CPR and Infant CPR. As expected, most people picked Adult CPR. They were then made aware of the difference and directed to perform Infant CPR the right way. People were then taken through the entire procedure preparing them for the ultimate emergency. Successful completion of CPR brings Noni back to life. The experience was made real using 3D Pressure Point Technology on iOS devices and Haptic Feedback Technology on Android.

List the results (30% of vote)

- 5 Million People Engaged - 2 Million People completed the procedure successfully - that is 2 million new lifesavers The post put the Infant CPR in conversations for the first time. It received massive media coverage and was discussed in many parents' communities and groups.

Links

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