Bringing Jeremy Renner Behind The Emergency
RapidSOS was scaling fast, and its next stage of growth called for broader awareness among its target audiences. Getting there meant finding a partner with the reach to earn attention and credibility in equal measure. Our research pointed to Jeremy Renner: someone who's alive today because emergency response worked.
We needed this partnership to do more than borrow a famous face. It had to make the case for AI in a mission-critical category — at a moment when public trust in AI is low — and speak to public safety leaders, enterprise partners and everyday people at once.
Turn a widely told survival story into a forward-looking view of where public safety is headed
Build confidence in AI without leaning on technical explanations
Launch a long-term partnership with someone who shares a genuine connection to the mission
Challenge
Reunited with the first responders who saved Jeremy’s life.
Solution
A Partnership That Reshapes the Category
Survival depends on effective emergency response. That truth gives RapidSOS a clear role — as the intelligence behind smarter, faster response. This work moved the brand from a 911 utility to the future of public safety.
Discovery, Not Endorsement
Jeremy's role wasn't to explain or endorse the technology. It was to discover it. He went inside emergency response to see firsthand how AI and real-time data support dispatchers and first responders. We showed the audience how people depend on it, because trust comes from outcomes, not explanations.
Surround Sound Launch
Behind the Emergency launched with a short documentary, trailer, a social content series and a dedicated partnership hub: rapidsos.com/renner. The hero film was live-streamed from a premiere event in Jeremy’s hometown, and the campaign ran across CTV, paid social, digital and search, opening with a Fortune exclusive the morning of the announcement.
Results
The launch campaign set new records for RapidSOS across paid, owned and earned media:
Record-breaking video engagement, up 59% on the previous best
More than half of public safety and enterprise safety leaders linked Jeremy to RapidSOS after the first 3 months
320M+ verified earned reach, led by a Fortune exclusive and coverage in Yahoo Finance
3x more efficient paid engagement than the prior campaign
Built as a platform rather than a single film, Behind the Emergency will continue as Jeremy explores the AI tools transforming emergency response.
“I cannot say enough about the instrumental role Tandem played in this project and our company!”
— Cassidy Shield, CMO RapidSOS