Have you ever noticed that children act the same way as rappers? Think about it. Their trousers strewn low with boxer shorts and nappies popping over the top, they love a good party, drinking from the bottle and throwing diva strops.
This thinking fuelled our “First Aid Rapped Up” campaign. A campaign to raise awareness of the British Red Cross’s Baby and Child first aid app to a new audience of younger parents.
From coming up with the original idea and writing the scripts - I then worked with the rest of the team to create three fifty-second ‘blinged up’ rap music videos. Using the people who really matter, the kids - to encourage parents to discover their first aid swagger.
For any parent, the little time they get to themselves online is truly precious. Our position was that we did not want to be another brand making them feel guilty for taking time out. Instead, we wanted them to smile and learn something along the way.
Each video took the insight around kids as rappers and used it to educate viewers about three key areas of children's first aid:
• Poisoning from laundry capsules
• Burns
• Febrile Seizures
With the campaign being a radical departure from previous work made by the British Red Cross - it was inevitable that it would not be to everyone's taste. However, we needed to ruffle a few feathers if we were to attract new and younger parents and any extra media attention would help us achieve that.
Within the first month of going live, the campaign had over 19 million impressions with almost 1 million views on Facebook and Youtube, but more importantly over 31 000 downloads of the app.
Although it never ran, we also created during the shoot, a series of short “beatbox” style videos for a partnership with Elastoplast.