Apple has launched a new marketing campaign in China centered around Apple Watch users whose lives were saved by the device's emergency features. The campaign, called " Thankfully, I was wearing it" (还好戴着它), showcases real stories from three customers who experienced medical emergencies or accidents and credit the Apple Watch with saving their lives.

The featured users—Me Junyan, Chen Huimin, and Yang Xiao—share experiences involving Fall Detection, Crash Detection, and heart rate alerts. One user was knocked unconscious in a serious car crash and received a life-saving emergency call thanks to Crash Detection. TBWA Media Arts Lab, Apple's creative agency in China, developed the campaign around what they describe as an emerging phrase that Apple Watch users themselves have started using after emergencies.

The campaign extends into a special hour-long episode of the Chinese podcast "你，静不下来" hosted by Li Jing, one of China's most trusted interviewers and an Apple Watch user. The three users share their full stories in the interview, with subtitled segments available on TBWA's website. This approach reflects Apple's broader strategy to differentiate its wearable in a competitive market by emphasizing concrete health and safety benefits over generic fitness features.