The Singapore Red Cross and DDB Group Singapore have launched a new campaign featuring six bite-sized instructional first aid videos on Instagram. The initiative aims to empower Singaporeans to respond to emergencies – potentially saving lives, and is also in conjunction with the World First Aid Day.
Each of the videos cover one of the six common conditions of emergencies in Singapore, namely cardiac arrest, seizure, choking, severe bleeding, stroke and burn wounds. It also contains simple instructions which look to be dynamic and easy-to-follow.
The campaign also calls for Instagram users to tap the “Save for later” function on the social media platform to download the videos for easy access, in case of emergency. Users also encouraged to spread the word by sharing the videos with their followers, tagging @sgredcross, and including hashtags #instasave and #savenowtosavelater.
Through the campaign, the Singapore Red Cross hopes to equip every Singaporean Instagram users with life-saving first aid skills, and turn a photo-sharing community into a life-saving workforce. In order to boost reach and visibility of the content, brands in Singapore are also standing strong in support of the initiative through their Instagram accounts, the press statement read. Marketing has reached out to Singapore Red Cross and DDB Group Singapore for additional comment.
“I hope the community will find these neat videos starring our volunteer first aiders helpful and save them for use in case of an emergency,” Benjamin William, secretary general and CEO for the Singapore Red Cross, said.
“In an emergency, every second matters. Faster response rates significantly increase a person’s chance of survival. However, more often than not, access to life-saving knowledge can be hard to follow and difficult to access. With 63% of Singaporeans on Instagram, the opportunity is huge,” Chris Chiu, chief creative officer at DDB Group Singapore, said.
In October last year, Singapore Red Cross launched a campaign to promote its suite of local community services and raise awareness to further its fundraising efforts. The campaign was conceptualised by MullenLowe Singapore and saw the the organisation launching TVCs, digital films and outdoor activations to promote its message.