Be the reason that there's a next chapter
Canadian Red Cross
Objective:
The main objective of this campaign is to get Canadians avoiding first aid training due to it being boring, costly, or forgettable to care about what first aid can do for them in their lives. The message that needs to be communicated is that first aid training is a powerful skill to have, and that it gives people a real sense of control and confidence when things go wrong.
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Idea:
The idea revolves around how being prepared is more than just saving a life in a critical moment, and that it's about preserving the possibilities and the future that comes after saving that life. When someone is prepared to act in an emergency situation, they are not just preventing a major tragedy, they are protecting a future and ensuring that a person's story gets to continue on.
The campaign would be set to launch on World First Aid Day, Saturday, September 12, 2026, in order to amplify the message that first aid is essential.
Mailers:
The mailer serves a different purpose to the campaign's main tagline message, this execution is targeted at donors and those who have already taken the course.
The brochure style mailer is designed to feel like a gift being slowly revealed, as a thank you gift, using a visual metaphor for the future that donors and first aid course participants have made possible for those that have been involved in critical accidents.
The social media campaign communicates the campaign's message through real stories. The carousel format follows a single person’s story across three slides, where the first slide introduces them, the second explains their moment of crisis, and the third reveals how their story continued because someone was prepared to act.
Print:
Since the campaign would be launching in early September which also happens to be a peak period for when tourists and locals are out and about, the campaign includes a printed flyer that would be handed out by volunteers in crowded downtown streets.
One side of the flyer has the campaign visual printed on it while the other showcases the tagline. The use of red on one side is ensures that attention is captured instantly, after doing a quick flip of the flyer, communicating a message that stays with the reader long after they have received the flyer.
