The TikTok marketing campaign to show first support

In the French Red Cross #PLSchallenge, a group of influencers are creating a TikTok dance challenge based on real-life first aid to inspire more young people to exercise

The French government has set itself the ambitious goal of training 80% of the population in first aid over the next ten years.

To achieve this goal, the Ministry of Education is focusing specifically on young people after research shows that 40% of French students have never received first aid training.

@ rose.thr

Day un.e pote qui devrait connaître les vrais moves you massage cardiaque. Follow @croixrougefr et forme toi aux gestes qui sauvent. #PLSChallenge ❤️

♬ Pure gold – PX hammer

@ lenna.vivas

Tag un.e pote qui devrait connaître les vrais moves for agir en cas d’étouffement. Follow @croixrougefr pour te Former. #PLSChallenge ❤️

♬ Pure gold – PX hammer

The in-house creative agency Kewl of the media company Konbini was commissioned to work with the French Red Cross on the awareness campaign.

The end result is the #PLSChallenge, for which the charity trained four popular TikTokers in first aid and they shared what they learned with their seven million strong combined follower base.

@baptistecassagnolle

Day un.e pote qui devrait connaître les vrais moves de la PLS. Follow @croixrougefr et forme toi aux gestes qui sauvent. #PLSChallenge ❤️

♬ Sohn Original – Baptistecassagnolle

@whatsupclaire

Tag un.e pote qui devrait connaître les vrais moves for agir en cas d’hémorragie. Follow @croixrougefr pour te Former #PLSChallenge

♬ Pure gold – PX hammer

In a clever twist on TikTok's hugely popular dance challenges, the influencers developed their own dance routines inspired by first aid measures ranging from the recovery position to CPR.

The campaign also coincided with preparations for World First Aid Day on September 12th, when French Red Cross volunteers across the country offered free first aid training to the general public.


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