Singapore Red Cross Print RAPID RESCUE by J. Walter Thompson Singapore

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Print, Magazine & Newspaper
Market Singapore
Agency J. Walter Thompson Singapore
Released June 2012


Spikes Asia 2012
Mobile Mobile Applications and other Downloadable Tools Silver

Credits & Description

Type of Entry Mobile
Category Mobile Applications and other Downloadable Tools
Product/Service RED CROSS
Evan Roberts The Gunnery Creative Director
Tay Guan Hin Jwt Singapore Regional Executive Creative Director
Jun Fukawa Jwt Singapore Chief Creative Officer
Valerie Cheng Jwt Singapore Executive Creative Director
Parixit Bhattacharya Jwt Singapore Creative Director
Alan Leong Jwt Singapore Digital Associate Creative Director
Karan Dang Jwt Singapore Art Director
Celeste Ang Jwt Singapore Art Director
Parixit Bhattacharya Jwt Singapore Copywriter
Karan Dang Jwt Singapore Copywriter
Siti Nuraini Omnitoons Producer
Brief Explanation
Challenge and Insight: Time is of essence when there is an emergency. It takes 4 minutes for the human brain to stop functioning in case of a heart attack. It takes 8 minutes for an ambulance to arrive. Is it possible to provide help earlier? And also in the most accessible manner? According to recent smartphone penetration statistics from several sources including Netsize Guide, Informa, Google, Ipsos, and, it is concluded that by December 2011, Singapore is the champion in terms of smartphone penetration. This led us to our choice of medium. We also found out that life-saving help could be around the corner because Red Cross has 12,000 first-aiders in Singapore who are equipped to save lives. So our idea was to find a way of harnessing the collective power of these first-aiders in the most convenient and fast method – through our mobile phone. Idea: Our idea was to create a life-changing facility for Red Cross – Rapid Rescue, which puts all individuals trained in first aid at our fingertips. A mobile app that connects a First Aid seeker to a first-aider, instantly. Once pressed by someone in distress, the app sends out an SOS to first-aid trained individuals close to the victim via GPS. Along with the SOS, the app also maps out the shortest route to the First Aid seeker. In case, no first-aider is present in the vicinity, the app connects the First Aid seeker to the nearest hospital. The app also includes details of the Red Cross first-aid courses, which more people can sign up for to be certified. Results: Impressed by its value to the society, the Ministry of Health in Singapore endorsed the app. Major regional television channels reported the launch 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 has not only demonstrated their mission but also achieved their objectives as an organization for humanity.