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2020 One Show - Direct Marketing

#BPM100 DANCE PROJECT

Agency TBWA\HAKUHODO Inc. / Tokyo + Bytedance KK / Tokyo + JAPANESE RED CROSS SOCIETY / Tokyo

Client JAPANESE RED CROSS SOCIETY / Bytedance
BACK TO RESULTS

Annual ID

OS_DI20_095M

About the Work

To breathe life back into CPR education in a new way, we launched an innovative edutainment campaign. BPM100 is an entirely new social edutainment content. The Red Cross collaborated with a nationally recognized celebrity dancer to choreograph CPR into a dance and music and launched it on TikTok; a platform that connects people through music and dance. Anybody could learn the fundamental rhythm and movement of CPR through a fun dance. We sought to teach CPR directly and literally move people through dance . We also chose TikTok as a social platform to directly move the hearts and bodies of the young generation. The main target is teens and preteens 10~20 years old who feel CPR is too complicated to learn and is uninterested in learning CPR. To earn their interest, we used the entertainment factor of music and dance, and used TikTok as a global platform to connect with young audiences to move their heart and bodies.