|Product / Service||SOCIAL RESPONSIBILITY PROJECT|
|Category||B01. Brand-led Education & Awareness|
|Entrant||CHEIL PENGTAI Beijing, CHINA|
|Idea Creation||CHEIL PENGTAI Beijing, CHINA|
|Media Placement||CHEIL PENGTAI Beijing, CHINA|
|Production||BIGFISH Beijing, CHINA|
|Additional Company||CHEIL WORLDWIDE HONG KONG, HONG KONG SAR|
|Kimmy Liu||Cheil PengTai||Executive Creative Director|
|Kimmy Liu||Cheil PengTai||Art|
|Ting Yu||Cheil PengTai||Designer|
|Qing Tian||Cheil PengTai||Associate Creative Director|
|Xue Li||Cheil PengTai||Associate Creative Director|
|William An||Cheil PengTai||Platform Director|
|Cherry Lan||Cheil PengTai||Account Director|
|Paul Chan||Cheil Worldwide Hong Kong||Chief Creative Officer|
|Wilson Ang||Cheil Worldwide Hong Kong||Group Creative Director|
|Paul Chan||Cheil Worldwide Hong Kong||Copywriter|
|Wilson Ang||Cheil Worldwide Hong Kong||Copywriter|
|May Yue||Cheil PengTai||Creative Director|
|Zhongjian An||Cheil PengTai||Senior Art Director|
|Ning Yang||Cheil PengTai||Associate Creative Director|
|Moyang Liu||Cheil PengTai||Associate Creative Director|
|Melody Zhang||Cheil PengTai||Multimedia Designer|
|Yanqi Wang||Cheil PengTai||Associate Creative Director|
Recent advertising laws have imposed stricter controls to strengthen consumer protection—but nothing of note related to this campaign.
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.
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.
BACK2LIFE. The hack that got gamers to learn life-saving CPR.
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.
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.
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.