|Product / Service||SOCIAL RESPONSIBILITY PROJECT|
|Category||A11. Corporate Social Responsibility (CSR) / Corporate Image|
|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|
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—at which time it’s usually too late. Since China is one of the world’s biggest gaming markets, young gamers face death all the time—whenever their characters are on the verge of dying. We then realised that this is the best time to educate young people on how to perform CPR. So we hacked the biggest game of the year, and 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.
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.