A cause needed reach. A campaign needed depth. So we made a documentary.

The Strategic Insight

If this became just another awareness campaign, it risked becoming just another message, seen, felt, and forgotten.

We needed something that people would seek out, talk about, and remember. Something with the emotional weight to shift behavior, not just attitudes.

So the first step in our strategy was to create a feature-length documentary. A film that would show the power of collective action, train and inspire audiences to respond in emergencies, and directly fund the next phase of the mission: AEDs and first aid training in every school.

Every Ticket directly funds the cause

100% of every ticket sold goes toward funding AEDs in schools and training entire communities in first aid.

We partnered with Rakuten Viber, one of the most deeply embedded communication platforms in Bulgaria, to embed the campaign inside people's everyday conversations. Not advertising. Belonging.