CPR saves lives. How can we show this without cheesy dramas for young people?
We utilized the characteristics of Instagram to indicate to users when to 'like' the 13 second CPR demonstration. When a user 'likes' a photo or video by double tapping it, the 'like' is symbolized by a heart appearing on the image. We created short animated videos in which a silhouette of a person is having a heart attack, then the user is indicated to 'like' the photo, and make the silhouette’s heart complete. The 13 second demonstration is wrapped up with our message, "Look for the CPR courses of Red Cross."