Pro bono

Campaign: Rapid Rescue

Client: Red Cross Singapore

WPP Company: JWT Singapore

It can take time for an ambulance to respond to an emergency call, especially if the traffic is bad or the weather conditions are poor. To tackle this problem JWT Singapore worked pro bono to create Rapid Rescue, an innovative app that allows people facing a medical emergency to connect with over 12,000 trained first aiders in Singapore. The app sends out an alert to registered volunteers within a two-kilometre range using location-based software. The shortest route to the victim is mapped out on the volunteer’s phone, providing immediate help from a qualified person who can assist until the ambulance arrives.

Since its launch, the app has been downloaded 44,000 times from iTunes, and dozens of first aiders have responded to calls. Rapid Rescue has won many accolades, including a Grand Prix at Ad Stars, a Silver Medal at the Spikes Asia Festival of Creativity, and both Best in Show and Best Digital Campaign at the Singapore 4As Creative Circle Awards.