While healthcare marketing is traditionally conservative in nature, the Japanese Red Cross Society decided to make a modern impact to promote CPR. The ensuing #BPM100 campaign invited TikTok users to dance to a song having a tempo of 100 beats per minute (BPM). This refers in part to the optimal CPR tempo of 100-120 chest compressions per minute, but the dance itself was designed to showcase the five CPR steps: assess the scene, call 911, check for breathing, interlocking fingers, and chest compression.

The campaign was a dance craze hit, earning 30.2 million views and 1.5 million likes within two months of its launch.