At the end of 2013, Ukraine witnessed events for which the majority of Ukrainians were not prepared. In a situation of possible threats to the lives of millions of Ukrainians, they were forced to rely on their own skills and knowledge. People were actively engaged in aiding victims; and it became apparent that one of the most important problems is ignorance of the basics of first aid to be administered before the ambulance arrival.
In order not to be at a loss in emergency situations, Kyiv residents lined up for preparatory courses. However, only very limited number of people could be trained simultaneously, and demand far exceeded supply. The lack of accessible qualified information that could be trusted became an urgent problem for the entire country.
An ordinary survey on the street organized by the agency confirmed that many Ukrainians do not know the basics of rendering first aid and are often mistaken concerning elementary standards of conduct. At the same time, after the beginning of the tragic events on the Maidan, every day people were confronted with dozens of injuries and mutilations. In an emergency situation, people were at a loss and felt helpless due to their lack of knowledge.
The basic insight was identified as people’s desire to help in an emergency, be up to the task, and provide the necessary aid in time. Having studied requests as to first aid provision in hospitals, schools and courses, as well as analyzed the number of queries in search engines, we have defined the problem relevance: Ukrainians’ lack of basic first aid skills. To meet the demand, we need a readily available source of knowledge and information that can be trusted when it comes to human life.
According to the Law of Ukraine On Emergency Medical Assistance, ambulance in the city should come on-call within 10 minutes and in rural areas within 20 minutes. These terms make it impossible to save a person with cardiac arrest. According to doctors, when the ambulance arrives in 10 minutes, the chances of survival in a patient are less than 1%. In resuscitation, the first five “golden” minutes are considered the most essential.
In Europe, the vast majority of the population have first aid skills. In Ukraine, more than 80% of the people will not be able to help victims in case of need. If a tenth of adults in Ukraine knew everything necessary, this would save about 20 thousand lives each year.
To provide the citizens of Ukraine with a useful free service with access to a professional first aid information base:
• To satisfy the demand for trustworthy information on first aid. • To make the application distinct among the thousands of other applications for smartphones based on Android and iOS. • To contribute to the development of the reputation of Kyivstar as a socially responsible business among Ukrainians.
In a critical situation, a person’s life can be saved even due to basic first aid skills; and from now on this information will always be available from the application Mobile First Aid in your phone.
Mobile application from Kyivstar ( “reputation and quality” for the public) developed in cooperation with specialists from the clinic Boris (“trust and qualification”) with multimedia content can provide an unlimited number of people with information necessary in emergency situations.
The app Mobile First Aid is a training course in the text format with video tutorials divided into topics and categories. We have integrated a module of user position identification and recommendations with the map of the nearest medical facilities.
To emphasize that it has educational format, rather than instructions for self-rescue of people, we integrated a “hot button” that makes it possible to call ambulance without having to remember and dial the number. Additionally, the app provides tips on the basic necessary content of an emergency medical kits.
We gave people an opportunity to learn about the proper actions in different critical situations; and their mobile phone became both a textbook, an instructor, and a first aid kit.
The application was developed as branded content in response to the urgent social need. Accordingly, in communication we relied on the public interest, “received media”, viral effect and WOM.
In fact, we didn’t resort to paid promotion, but rather chose the strategy to inform various audiences (news, public resources and media, health portals, IT-sites and blogs, the advertising industry), which may be interested in the app in the context of their scope of activity and its application in practice.
We also created a promotional video for the application highlighting the reasons for its creation, it unique features and possibilities as well as its free application format for all devices. This video became part of the information campaign.
KIEV, 01032, UKRAINE