Red Cross breaks first aid awareness campaign in Toronto
By Adnews Staff
The Red Cross will begin a new public service campaign today in conjunction with World First Aid Day. The goal of the campaign is to communicate the importance of learning CPR and first aid. The creative takes the form of life-size decals of a man or a woman who appear to have collapsed on the floor. The decals will be installed at the bottoms of stairwells in two Cineplex Odeon Theatres in Toronto on Sept. 11 and 12. From above, the decals are intended to be taken for unconscious people in need of assistance. The accompanying copy reads, “Know what to do” and directs viewers to a website at <http://www.redcross.ca>. In addition, a first-aid instructor will be present at the theatres to demonstrate CPR and distribute information about first aid classes. The campaign was developed pro bono by Downtown Partners of Toronto. “The creative is a very simple but impactful idea to help the Red Cross build greater awareness of their CPR and first aid training courses,” said Dan Pawych, the agency’s creative director. “The power of this idea lies in the visceral reaction it generates within people and how it forces many of us to reflect on our inability to react correctly in the situation.”