In the event of a drowning incident, cardiopulmonary resuscitation (CPR) is crucial to saving lives. The problem was that knowledge was lacking, especially regarding CPR on children. As many as 6 out of 10 parents lacked sufficient knowledge about how to perform CPR on children.
Trygg-Hansa wanted to implement an initiative that addressed the problem of the lack of knowledge about CPR. The assignment was to develop a creative solution that could deserve attention and provide space to educate about CPR on children.
The solution was Mark For Life - tattoos for children that illustrate the most important steps in CPR. With the tattoos, bathing children are transformed into living instruction manuals. So that life-saving knowledge is visible just when it is needed most.
Results
The tattoos were designed with simple illustrations and icons to overcome both stress and language barriers. QR codes on the packaging linked to in-depth information and booking of CPR courses. Tattoo boxes were placed at accident-stricken swimming areas all over Sweden. The media were invited to these locations and interviewed Trygg-Hansa’s water safety expert about how to perform CPR on children.
The news about tattooing your children to save lives spread across Sweden. On TV, radio, podcasts via influencer channels, parents were trained in CPR, and the results exceeded all expectations.