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Sadly, only 4 out of 10 Norwegians know enough first aid to help in a life-threatening situation. The Norwegian Red Cross wanted to change that. Strategy: Using data from Norwegian Statistics, we found that the average response time for an ambulance is 17 minutes. In some places, several hours. We decided to show people the importance of learning first aid, by demonstrating how long they actually have to wait for an ambulance in case of an emergency. The idea: We created 422 unique Facebook films, geo-targeted across the country. In each film, a family man suffers from a heart attack, and we follow his wife’s desperate fight to keep him alive while waiting for the ambulance. To engage each viewer in a direct and relevant way, the waiting time in the film match the actual response time for an ambulance - where they are, when they see it.