AGENCY
Qing Tian, Art Director
Wilson Ang, GCD
Cherry Lan, Account Director
Kimmy Liu, ECD
Ting Yu, Art Director
William An, Platform Director
Xue Li, Art Director
Yanqi Wang, Art Director
Yining Yin, Multimedia Designer
SUMMARY
In China, less than 1% know how to perform CPR.
As a matter of life and death, we needed to get more people to learn this life-saving skill.
Most people only think about CPR when they’re faced with death. Since China plays more online video games than any other nation on earth, we created BACK2LIFE — the hack that got gamers to learn life-saving CPR.
Working with one of the country’s biggest game developers, we hacked Blood River. For two weeks, we surprised gamers with hands-on CPR training built right into the game itself.
When gamers lost a life, they had to perform CPR on their characters to bring them back to life.
The more they played, the more they learned how to perform this life-saving skill.
During the two-week hijack, over 3 million gamers performed CPR training to bring their characters back to life.
Which just goes to show: when it comes to life and death, it helps to know CPR.
