Title | Earthquake |
Agency |
Y&R Dubai
|
Campaign |
Heroes Wanted
|
Advertiser |
Red Cross
|
Brand |
Red Cross Lebanon
|
Date of First Broadcast/Publication |
2012 / 2
|
Business Sector | Charities, Foundations, Volunteers
|
Tagline | Redcross.org.lb/volunteer |
Story | To encourage young people to volunteer for the Red Cross, we created a hand torn poster with two red tapes forming the iconic Red Cross. Patching up the otherwise separated pieces of a rescue mission picture — one featuring the victim and the other, a group of Red Cross personnel — to bring together despair and hope. |
Problem | Volunteer numbers are always low and we wanted to encourage new sign ups. |
Result | Placed at universities, the posters targeted youngsters whose new year’s resolution was to volunteer for a charity organisation. The campaign resulted in a 20% surge in online registrations, increasing the number of the Lebanese Red Cross volunteers to 4,231. The drop out rate for when they were called for medical and rescue-mission training was 40%. |
Media Type |
Poster
|
Retoucher |
Gitten Tom
|
Producer |
Leng Panganiban
|
Head of Production |
Amin Soltani
|
Art Director |
Sajesh Pudussery
|
Copywriter |
William Mathovani
|
Creative Director |
Kalpesh Patankar
|
Chief Creative Officer |
Shahir Zag
|