Young Heroes

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Goals

  • Taking idea of I st aid education to next level: shaping the attitudes of young people
  • We invented „Young Heroes” (Mali Ratownicy) Program designed to engage 6-14 kids into helping others via super-heroic storytelling
  • We created an iconic „educational visual lever” for kids: #30na2 (drill to save life)
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Strategy

Rebuild Volkswagen Brand’s Trust via Emotional & Socially relevant Brand Role & Activation.

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We've done

We brought socially relevant value added in Brand – active role, not only narration. Apart
from WOSP, we engaged top professionals to eduate kids and top psychologists to dramatize
the „super power” factor for parents. And we told a compelling emotional story.

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Results

  • Brand Consideration & like ability increased +20 pp
  •  Almost 90% parents expressed their desire to join the Program
  •  We shaped the attitudes & educated in I st aid 6.500 kids in 3 months