Red Cross Print RAPID RESCUE by J. Walter Thompson Singapore

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Singapore
Agency J. Walter Thompson Singapore
Regional Executive Creative Director Tay Guan Hin
Executive Creative Director Valerie Cheng
Art Director Karan Dang, Celeste Ang
Copywriter Parixit Bhattacharya, Karan Dang
Editor Jeremiah Marcelo
Released March 2012


Asia Pacific Advertising Festival (AdFest) 2013
DIRECT LOTUS Mobile Marketing GOLD
MOBILE LOTUS Mobile Applications and Other Downloadable Tools SILVER
PROMO LOTUS Promotional Campaign: Best Use of Other Digital Media SILVER

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Regional Executive Creative Director: Tay Guan Hin (JWT Singapore)
Chief Creative Officer: Jun Fukawa (JWT Singapore)
Executive Creative Director: Valerie Cheng (JWT Singapore)
Creative Director: Parixit Bhattacharya (JWT Singapore)
Digital Associate Creative Director: Alan Leong (JWT Singapore)
Art Director: Karan Dang (JWT Singapore)
Art Director: Celeste Ang (JWT Singapore)
Copywriter: Parixit Bhattacharya (JWT Singapore)
Copywriter: Karan Dang (JWT Singapore)
Digital Producer: Siti Nuraini (Omnitoons)
Head Of Broadcast: Geri Hamill (JWT Singapore)
Producer: Fazila "fuzzy" Zainol Abideen (JWT Singapore)
Editor: Jeremiah Marcelo (JWT Singapore)
Editor/Compositor: Luis Calvo (HDFX)
Media placement: Mobile App - Itune Store - 22 March 2012
Media placement: Mobile App - Clear Channel - 22 March 2012
Media placement: Mobile App - Major Websites - 22 March 2012
Describe the objective of the promotion.
The Red Cross is dedicated to protecting human life and dignity, relieving human suffering and responding to emergencies. Their objectives are to provide assistance in relief operations in times of disaster and in auxiliary health and welfare services to the sick, the handicapped, the aged and the poor without any distinction on grounds of race, nationality, religion or political opinions. But still, very few people are aware of their offering and the availability of help during life and death situations.
Through this project, they want to make themselves synonymous with disaster prevention and aid.
Describe how the promotion developed from concept to implementation.
To help Red Cross become synonymous with disaster prevention we created Rapid Rescue. A mobile app that connects a First Aid seeker to the nearest first-aider, instantly. By putting all 12,000 first-aiders in Singapore in a tab on a smartphone, people are now able to tap on help, which could be around the corner.
Impressed by its value to society, the Ministry of Health in Singapore endorsed the app and Red Cross is now planning to launch this app in other markets. Rapid Rescue is truly an extension of what Red Cross is all about.
Explain why the method of promotion was most relevant to the product or service.
When it comes to emergencies, time is of the essence - 4 minutes for the brain to stop functioning during a heart attack but 8 minutes for an ambulance to arrive. We realised that through first-aid courses provided by Red Cross, there are 12,000 certified first-aiders in Singapore. What if this help was always around the corner but never tapped on?
Our solution was Rapid Rescue, a mobile app that uses GPS to connect a First Aid seeker to the nearest first-aider.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Impressed by its value to the society, the Ministry of Health in Singapore endorsed the app. The launch of Rapid Rescue lauded by all major regional television channels and newspapers Red Cross is now planning to launch this app in other markets. Rapid Rescue has quickly become one of the most downloaded utility apps in Singapore.
Through this life-changing app, Red Cross will not only demonstrate their mission but also achieve their objectives as an organisation for humanity.