Peach
dlmdd
adstars
I Like Music
Electriclime gif
liahome
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

First Aid Course from BNP Paribas Teaches That Every Life Is Worth Saving

Creative 372 Add to collection

VMLY&R Poland creates first aid training course aiming to teach participants, and beyond, that every life is worth saving

First Aid Course from BNP Paribas Teaches That Every Life Is Worth Saving

In 2022, the news cycle is a stark daily reminder that not every life is valued the same. Bank BNP Paribas, the Red Cross, and VMLY&R Poland saw a unique moment in time to inspire the world to change. 

They created First Aid for Humanity, a first aid training course aiming to teach participants, and beyond, that every life is worth saving. They used dummies that look like real people who often face biases and discrimination in the Polish society: Grzegorz, a homeless man; Khedi, a Muslim refugee, and Krzysztof "Leon", a genderqueer activist.

During the course, 24 people learned life-saving skills with the unusual dummies which caused fear, anxiety and curiosity. Participants had to see past differences and confront their prejudices to learn to save a life.

At the end of the course, the participants had the opportunity to meet with the people who inspired the dummies and hear their stories; ultimately starting to close the empathy gap. 

“With our social experiment, we wanted to check whether we are able to help every person, regardless of their origin, religion, gender identity or social situation. Our participants confronted their beliefs to the poignant stories of our heroes. First aid is necessary in crises and everyday life alike. The need to provide it may arise suddenly and affect all of us," says Dariusz Maciołek, CMO, Bank BNP Paribas.

“As the world shows incredible generosity, reports of discrimination keep emerging, and news outlets are called out daily for their biased coverage. I believe this initiative takes us out of our comfort zone to show the inhumanity of our empathy gap,” added Dawid Szczepaniak, Poland CCO, VMLY&R.

“I believe First Aid for Humanity will help people overcome their prejudices and reinforce the right attitudes in society,” said Michal Mikolajczyk, president of the Polish Red Cross in Mazovia.

The recording of First Aid for Humanity will become official training material for the Polish Red Cross. It will be used at first aid events or campaigns and will be available in Polish schools teaming up with the organisation.

First Aid for Humanity is supported by a fully integrated campaign and will be live from today across social media, TV and cinema. It is also supported by Maciej Stuhr, a renowned Polish actor and comedian, Ane Pizl, a medical rescuer, educator and LGBTQIA activist, and Sylwia Chutnik, a Polish novelist and social activist, among others.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Polish Red Cross

President of the Polish Red Cross in Mazovia: Michal Mikolajczyk

Director of the Polish Red Cross in Mazovia: Honorata Krzywon

Head of Communication and Fundraising Division: Malgorzata Szukala

Lead Region Coordinator: Agnieszka Skura


Agency: VMLY&R Poland

Chief Creative Officer Europe: Jaime Mandelbaum

Chief Creative Officer: Dawid Szczepaniak

Regional Creative Director: Piotr Osinski

Senior Copywriter: Adam Sierocinski

Senior Art Director: Antoni Kaminski

Copywriter: Zbigniew Marczak

Senior Strategy Director: Anna Klamecka

Senior Strategic Planner: Mateusz Cukierski

Business Director: Agnieszka Winnik-Jaworska

Head of PR & Communications: Lukasz Majewski

PR & communications specialist: Szymon Slezak

Head of TV/Multimedia Production: Magda Dzieniesiewicz

Account Director: Agata Szybilska-Czech

Account Manager: Karolina Abramowicz

Account Executive: Antoni Ciszewski

Influencers Lead: Malgorzata Slychan

Production house: Warsaw Witches Association

Director: Krzysztof Kiziewicz

Director: Maciej Szupica

DOP: Jakub Burakiewicz

Edit: Tomasz Marjan Naruszewicz

Producer: Marta Berens

Postproduction house: RIOdePost

Bank BNP Paribas

CMO: Dariusz Maciolek

Brand Strategy and Activation Director: Malgorzata Wasiuk

Brand Strategy Expert: Agnieszka Paczuska

Social Media Expert: Aleksandra Lecka-Maniak




Genres: People

Categories: Banking, Finance

VMLY&R EMEA, Mon, 11 Apr 2022 14:06:40 GMT