Canadian Red Cross: Know What to Do

You may have missed this, but there was a World First Aid Day last month, and Downtown Partners raised awareness of it in Toronto with realistic life-size decals of fallen people placed at the bottom of stairwells. "At first glance, the impr

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You may have missed this, but there was a World First Aid Day last month, and Downtown Partners raised awareness of it in Toronto with realistic life-size decals of fallen people placed at the bottom of stairwells. "At first glance, the impression is of an unconscious individual in need of your help," says writer Andy Linardatos. "On closer inspection, however, a small sign that reads 'Know what to do' along with the Red Cross logo becomes visible. Red Cross workers were also on hand to distribute first aid packages and encourage people to enroll in first aid classes."

Someone could need first aid just from the shock of seeing this. Were any unsuspecting civilians startled to the point of being seriously pissed off? "Honestly, not that we've heard of," he says. Maybe that's because the stunt played only at a few movie theaters, during the Toronto Film Festival no less. Moviegoers can handle anything these days. The Toronto Transit Authority begged off, says Linardatos, because they were "concerned that people would hurt themselves rushing down the stairs to help. They obviously don't ride their own subways. We also tried a few major malls, and they all loved the idea but they backed out at the last minute with the same concern." The stunt made the Canadian papers, though, and "the whole point of the campaign was generating PR for the Red Cross," he notes.

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About

Credits
Date
Oct 10, 2006
Creative Director:
Dan Pawych
Copywriter:
Andy Linardatos
Art Director:
Hylton Mann
Photographer:
Frank Hoedl
Client:
Canadian Red Cross
Agency:
Downtown Partners Toronto
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