LT
Client
Lietuvos Raudonojo Kryžiaus draugija
Brand
Lietuvos Raudonasis kryžius
Category
Brand awareness
No. of influencers
 6
Pcs. of content
56
Country
LT
Reach
176 K
Impressions
211 K
Engagement rate
0,7%
CPM
11,18
CPE
0,67
CPC
8,02
Purpose

According to a survey initiated by the Lithuanian Red Cross, as many as 60% of sudden deaths occur at home or in close surroundings, 80% of which are witnessed. These deaths could be prevented if people knew how to provide first aid.

Our task was to use influencers to raise awareness of first aid among the audience and to encourage them to acquire first aid knowledge.

Solution

The Red Cross has launched a Second Aid Kit for those who do not know how to give first aid. The kit includes a body bag for transporting the body to the morgue, contact information for the funeral home, an urn for the ashes, a frame with a ribbon for the deceased’s photo, as well as cleaning products and other items needed after the death of a person.

The contents of this kit are shocking, but so is the death of a loved one, which can be prevented with first aid. However, if we do not have the knowledge of first aid, the only thing left to do is to give second aid. This is what the influencers who joined the campaign were saying.

The content creators have chosen different communication directions to present this topic. Some of them promoted first aid knowledge through their own example by participating in first aid training organized by the Red Cross. Others presented the Second Aid Kit to the audience up close—sharing its contents, examining the items included in the bag, and encouraging them to acquire first aid knowledge so they would not have to familiarize themselves with the kit.

Result

The shocking but valuable content reached a large number of Instagram users, and the engaged audience reacted positively to the shared message, applauding the creative idea and expressing their support.

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