France aims to train 80% of French people in first aid within 10 years. To reach this objective, more and more young people are being trained thanks to the efforts of the Department of Education but there is still progress to make, according to a survey by SMEREP, 40% of French high school students declare that they have never received first aid training. In order to resolve this problem, Kewl (Konbini’s creative hotshop) and the French Red Cross, in its historical mission as a trainer, decided to invest TikTok, the first platform of this generation, to create the first dance challenge which aims to raise awareness and train young people in first aid measures.
This professional campaign titled '#PLSChallenge' was published in France in September, 2020. It was created for the brand: The French Red Cross, by ad agency: Kewl. This Digital medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted almost 3 years ago by Creative Director: Guillaume Aubert of Konbini.
Advertising Agency: Kewl, Paris, France