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Red Cross takes Know What to Do campaign national

The Canadian Red Cross will break a national awareness campaign on Sept. 8 to encourage Canadians to learn first aid. The campaign, called "Know What to Do," was developed by Downtown Partners of Toronto. The creative consists of life-sized floor decals placed at the floor of stairwells to create the impression that a man or woman has collapsed there. Copy reads, "Know what to do. Learn first aid. www.redcross.ca." This approach was first used in a Toronto-based campaign last year. The decals will be installed in high-traffic areas in Cineplex Odeon theatres nationally. In addition, Red Cross representatives will distribute sample first aid kits and information about training programs. "Based on the overwhelming success and global attention we received from last year's campaign, it just made sense to run it nationally this year," said Dan Pawych, creative director of Downtown Partners. "By going national, the campaign will help the Red Cross generate a greater impact and awareness of their CPR and first aid training courses.  The power of this campaign lies in the visceral reaction it generates within people that see it and how it forces us to reflect on our desire, and perhaps our inability, to react correctly in situations like these when they happen."

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