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For every minute without CPR, the chance of survival from a cardiorespiratory arrest decreases by 10%. In Brazil, a country where emergency services take, on average, 38 minutes to reach the scene of an incident, many people need to turn to first aid videos on YouTube to learn rescue maneuvers and techniques during a life or death situation. There’s one problem: videos on YouTube are almost always interrupted by advertisements. In the case of a first aid video, a simple bumper could be fatal.

Lew’Lara\TBWA worked with Pague Menos on an initiative that guarantees precious seconds for people in emergency situations. By sponsoring first aid channels, they could remove ads that precede videos teaching important first aid techniques.

First, the campaign identified the most important situations requiring first aid. Next, they identified professional, verified channels that teach these techniques and through sponsorship, demonetized each of the videos.

With the help of creators, other brands, and influencers, the campaign gave visibility to the movement and managed to encourage YouTube to move towards improvements in its platform.