2017 Winners & Shortlists

The Campaign

Adapting an already existing digital tool – captcha, an Un-skip-able tool where you need to type in what’s in front of you so you can proceed. Replacing gibberish with value, we created Captchas with basic first aid tips.

Execution

Other than the takeover banner, The Life saving Captcha launched on one of the highest traffic websites in Jordan. Backed up with a microsite that provides all website owners, corporations and organizations with the tools to replace their regular Captcha with the lifesaving one. On the microsite, lifesaving tips were available as well as an online game where people would turn a robot into human, one Captcha at a time, when done … they are certified potential lifesavers.

Wide nation reach that showed major results over one day only, the impact it has is a timeless one and will not end with the end of the campaign nor do we plan on having it stop here. 500k Impression 200,000$ earned media In one day and counting…

The Situation

Red Crescent Jordan is taking an initiative to use less traditional methods to communicate its health education and innovate an approach that is more relevant to the digital age. Besides refreshing the ideation of this Non-Profit Organization, its importance and value, the hype and impact of Captcha was brought to life to extents that go beyond the online platform but carry on to word of mouth and impact. So even those who hadn’t experienced it firsthand but have heard about it will recognize the value of first aid knowledge, publicly.

The Strategy

A full day takeover on high traffic websites where visitors who are mass, Jordanian citizens are required to key in the first aid tip they see on the screen. Later on, the captcha can be used by organizations and corporations and website owners by implementing it as an additional security measure for the long term, therefore, more lives are possibly saved.