In 2021, Blue Planet PR was once again appointed as the Australian PR agency of record for Australian Red Cross #WorldFirstAidDay, the fifth year in a row.
The Brief
The ultimate goal for Australian Red Cross #WorldFirstAidDay was to generate widespread publicity – raising awareness of the importance of first aid amongst young people, and driving registrations for its free first aid training sessions.
The Strategy
The theme for #WorldFirstAidDay in 2021 was ‘First Aid for Schools’. To secure high-reach media coverage, a strong, age-appropriate case study was put forward for media interviews. Rolling COVID lockdowns presented additional challenges, but Blue Planet PR kept the campaign agile, and managed to work with teams and resources across Brisbane, Sydney and Melbourne…which ultimately delivered a wider scope of media coverage.
Blue Planet PR also used World First Aid Day to help launch Australian Red Cross’s TikTok account – sourcing talent and resources, and driving an impressive 500k views within a few weeks.
The Result
- 286 pieces of national media coverage (with a reach of 4.5 million) were secured across television, radio, print, online and social media outlets.
- First aid training videos attracted half a million views on TikTok.
- Over a thousand registrations for free first aid training sessions.
