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Special Project

Special Project
From the 15th Annual Shorty Awards

Arrest the Arrest

Finalist in Physical and Digital Convergence

Entered in Integrated Campaign


Cardiac arrest is a life-threatening emergency that requires immediate attention. The only way to halt the arrest is by calling an ambulance and performing CPR until it arrives.

Unfortunately, a significant percentage (98%) of Indians are unable to perform CPR, which reduces their chances of survival in the event of a cardiac arrest.

The objective was to raise awareness about the sudden occurrence of cardiac arrest and virtually train the public in the life-saving skill of CPR. By increasing the number of individuals who are proficient in CPR, we can improve the chances of survival for those who experience cardiac arrest.

Strategy and Execution

Life-sized posters featuring a man lying unconscious on the floor were placed in malls, colleges, cafes, and parks. Passers-by were encouraged to scan the QR code on the poster in order to 'arrest the arrest'. This led them to a one-minute CPR training video in which the scene came to life and a member of the crowd could be seen performing CPR to save the man.
"The campaign targeted the general public, especially individuals who may not have previously been aware of the importance of CPR training and seeked to engage them through the use of interactive posters and QR codes. The campaign was launched in high-traffic areas like cafes, colleges, parks and malls, in order to reach as many people as possible and potentially increase the number of individuals who are proficient in CPR.

The use of technology, such as QR codes and training videos, allowed for a modern and engaging approach that was likely to appeal to the target audience."


Through the CPR training campaign, the public learned the crucial steps to take in the event of a cardiac arrest: calling an ambulance and performing CPR. The campaign reached 1.9 million people and generated 4.3 million impressions, with over 211K engagements and 1.15 million views. The interactive elements of the campaign, such as QR codes and training videos, successfully taught the public the life-saving skill of CPR.


Video for Arrest the Arrest

Entrant Company / Organization Name

Social Panga, Manipal Hospitals


Entry Credits