Deutsches Rotes Kreuz

The German Red Cross wanted to present the subject of first aid to the public on a landing page. But how could they reach such a broad target audience? Let alone with a subject that most people consider important but hardly anyone spends their free time thinking about...

We understood that in order to appeal to as many people as possible in the least amount of time, we had to focus on the subject’s personal relevance. That’s why we chose the image of the hero. The appeal “Become a First Aid Hero” reminds us why we learned about the subject in driving school: because we could save lives. In four short chapters, we help visitors remember the most important ways to respond in an emergency.

The course was freely available on the website of the German Red Cross and attracted up to 3,660 visitors to click on it per day! The average length of visit deserves special emphasis: visitors spent an average of 20 minutes on the training course. This high interest level is unbelievable considering that a visitor to a normal site usually spends less than 20 seconds on a page. A third of the visitors even downloaded the PDF at the end!