Summary — Rebecca Parvaneh

SUMMARY

This strategy works because it reframes first aid from a response to a terrible tragedy, a direction that typically induces fear that becomes off-putting, to the protection of someone's future.

By focusing on the possibilities that being prepared can create for someone else, the message becomes personal and relatable and motivates people to want to see themselves as capable of changing someone's story. Instead of using fear-based advertising which is becoming less effective in today’s media landscape, the campaign inspires action through hope.