“Canadian Red Cross. Learn first aid. www.redcross.ca”
Saturday, September 8, marks World First Aid Day across the globe and the launch of an innovative â€œstreet casualtyâ€ public service campaign designed to grab Canadiansâ€™ attention about the importance of knowing first aid and CPR.
After an extremely successful Toronto launch of the first aid â€œKnow What to Doâ€ awareness campaign in 2006, the Red Cross made the decision to run it nationally this year.
So successful in fact, over 7,600 people saw the promotion over a two-day period. The campaign was also used as a teaching aid by Professor Jacques Perconte in his new media art program at the University of Paris, and will be featured in an upcoming “Emotional design – Products stirring emotionsâ€ exhibition at the Badisches Landes museum in Germany.
Created by Torontoâ€™s Downtown Partners, unconventional life-size decals of a collapsed man and woman will be placed at the bottom of selected high-traffic Cineplex Odeon stairwells across Canada.
â€œKnow what to do. Learn First Aidâ€ calls to action a need for first aid training among the general public in order to react with the right steps in crisis situations.
Agency: Downtown Partners, Toronto, Canada
Creative director: Dan Pawych
Copywriter: Andy Linardatos
Art Director: Hylton Mann
Photographer: Frank Hoedl
Producer: Anne Marie Martignago
Production house: Westside Studios, Toronto
Account Director: Sheng Sinn