The Heart and Stroke Foundation of Canada launched a video on Thursday, October 4th to bring attention to the importance of CPR. In the video, zombies in a post-apocalyptic downtown Toronto are chasing a woman. The woman escapes her predator only to have a heart attack. Instead of eating the woman, the zombies do CPR on her to save her life. The video uses humour and shock as tactics to gain a younger audience. The video is aimed at teenagers to bring attention to heart and strokes, and the significance of knowing and willing to save someone’s life. The company was nervous for the release of this video as using humour and horror was something they had never done before. The company did marketing research and used focus groups with young audiences in order to find out the most effective way to grab their attention as well as inform them. The video is educational but not as instructional as what they have done before. Check out the video for yourself at https://www.youtube.com/watch?v=ApmPQDAzYyM and see if the marketing tactic appeals to you.
Source
Globe and Mail, “Heart and Stroke Campaign uses zombies to promote CPR” Susan Krashinsky. October 5th