2018 Winners & Shortlists

THE LIFE SAVING CAPTCHA

Client/BrandJORDAN RED CRESCENT
Product/ServiceSERVICE
EntrantJ. WALTER THOMPSON JORDAN Amman, JORDAN
Type of EntryCreative Effectiveness
CategoryCreative Effectiveness for Good
Idea Creation J. WALTER THOMPSON JORDAN Amman, JORDAN
Idea Creation 2 J. WALTER THOMPSON JORDAN Amman, JORDAN

Brief Explanation

First aid is one of the most simple and basic knowledge tools that can truly save a life. While people are spending most of their time online, discovering and learning about almost everything, medical knowledge is in comparison, not that popular. And when facing such situation where time is crucial, most people tend to stand still and do nothing or just wait for someone who might know better. Have we become robots? Or Are we still humans? In the digital world, there is only one way to find out! Therefore, we’ve turned the regular un-skip-able captchas into an educational tool through embedding first aid information into our daily online experiences; replacing gibberish with value. Through our special microsite, website owners can download these captchas in both Arabic and English, either to replace the regular one, or as a temporary homepage verification popup. So, every online user turns into a potential life saver. The initiative took over high traffic websites for a full day, where visitors were 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. Major websites around Jordan took part: Khaberni: One of the top online newspaper in Jordan Ekeif: An educational website with nearly 70 million views Toyota Jordan The initiative gained 1.2 Million impressions 960,000$ Earned Media 524,619 Interactions Local and regional media picked up on the initiative, and in no time, Life Saving Captcha had become a nationwide triumph.

Credits

Name Company Position
Nicolas Geahchan J. Walter Thompson Executive Creative Director
Talal Qarrain J. Walter Thompson Jordan CEO
Rula Al Khadra J. Walter Thompson Jordan Managing Director
Basel Jumaa J. Walter Thompson Jordan Creative Director
Bana Alami J. Walter Thompson Jordan Account Executive
Heba Sari J. Walter Thompson Jordan Copywriter
Ala'a Tabba J. Walter Thompson Jordan Junior Art Director
Dina Qaddoumi J. Walter Thompson Jordan Account Director
Rawan Khuffash J. Walter Thompson Jordan Public Relationship Executive
Basmah Qasim J. Walter Thompson Jordan Media Relationship Manager
Links
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