Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

Recent advertising laws have imposed stricter controls to strengthen consumer protection—but nothing of note related to this campaign.

Describe the target audience and why your work is relevant to them.

In China, less than 1% know how to perform CPR. So as a matter of life and death, we needed to get more people to learn this life-saving skill.

Background

In China, less than 1% know how to perform CPR. As a matter of life and death, we needed to get more people to learn this life-saving skill.

Describe the creative idea

BACK2LIFE. The hack that got gamers to learn life-saving CPR.

Describe the strategy

Most people only think about CPR when they’re faced with death. Since China plays more online video games than any other nation on earth, we created BACK2LIFE — the hack that got gamers to learn life-saving CPR.

Describe the execution

Working with one of the country’s biggest game developers (Longtu Game), we hacked Blood River — the biggest game of the year and China’s equivalent to Fortnite. For two weeks, we surprised gamers with hands-on CPR training built right into the game itself. When gamers lost a life, they had to perform CPR on their characters to bring them back to life. The more they played, the more they learned how to perform this life-saving skill.

List the results

The hacked game offered life-saving training for gamers. And a fun, easy way to learn CPR. During the two-week hijack, over 3 million gamers performed CPR training to bring their characters back to life. Making this Red Cross China’s most successful CPR drive to date. Which just goes to show: when it comes to life and death, it helps to know CPR.