Why is this work relevant for for Music?

This idea uses music is a key component to promote CPR. CPR requires one hundred chest compressions per minute, And we translated the tempo and movement into music and dance and shared on TikTok.

Background

Each year, drowning and car related tragic accidents are increasing. However, the real issue isn’t the total number or accidents, but the survival rate CPR increases the likelihood of survival three fold, however awareness is low on how to properly perform CPR, especially among younger generations, Our objective was to breathe life back into CPR education in a new way.

Describe the creative idea

BPM100 is an entirely new social edutainment content. The Red Cross collaborated with a nationally recognized celebrity dancer to choreograph CPR into a dance and music and launched it on TikTok; a platform that connects people through music and dance. Anybody could learn the fundamental rhythm and movement of CPR through a fun dance.

Describe the strategy

[Data Gathering] -There is a large gap between the survival rate around the world. Compared to 60~70% in western countries, in Japan, the percentage is alarmiongly low at only 10%. -Over 60% of young people in Japan do not know CPR or afraid to learn. [Target Audiences] -The main target is young teens and preteens from age 10~20 who feel CPR is too complicated to learn and is uninterested in learning CPR. -They have a social presence online and connected to a digital community that shares experiences online. [Approach] -We sought to use TikTok as a platform that has the most potential to spread dance and rhythm to the world. -This was the first time CPR became viral using dance and music as the approach to reach young people.

Describe the execution

-Supervised by a lifesaving technician, the movement of CPR was choreographed into a dance by a celebrity dancer. -We launched the campaign in the summer when the number of drowning accidents are high. -Collaborated with 4 TikTok influencers so the BPM100 will be danced and shared organically. -Collaborated with the Lifesaving Association and other organizations to help spread awareness of the campaign. -Held a press event to share the campaign in the national media. -Held CPR learning events at schools and beaches and expanded promotion outside of the mobile phone.

Describe the outcome

After launch, the dance immediately went viral. From teens to adults, we succeeded to promote CPR in a way that is fun for all ages. For the first time ever, we made CPR into a national dance movement. -Acknowledged by the government -Many NPOs participated in the movement. -Endorsed by music labels such as Sony Music.. -Earned 1.1billion media impression. -Earned 16 million views *one month after launch. -Planning to launch supplementary CPR training programs. -Using TikTok’s platform, planning to launch regionally in countries around Asia.