About the Project

The client came to us with valuable survey data, which revealed a pressing issue: while AEDs can improve survival rates by 50–70%, only 24% of bystanders were willing to perform CPR—and a mere 2.1% would use an AED. Despite having over 10,000 accessible AEDs across Singapore, the public perception was that they were too complex to use. The campaign needed to shift mindsets and empower everyday people to act.

The Solve

To change the narrative, we set out to make the AED famous in 2024. First, we introduced a bold new mascot—AED Man—as the face of the campaign. We then launched a myth-busting video series across social media, turning it into an interactive experience with gamified episodes and quizzes, inspired by formats like Tinder’s Swipe Night and Netflix’s Bandersnatch. The campaign culminated in a vibrant on-ground activation, where the public could learn lifesaving steps through hands-on games and immersive experiences.