Title | Flood |
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 get more people to sign up. |
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 |
Agency Producer | Leng Panganiban |
Head of Production | Amin Soltani |
Art Director | Sajesh Pudussery |
Copywriter | William Mathovani |
Creative Director | Kalpesh Patankar |
Chief Creative Officer | Shahir Zag |