Leng Panganiban
Production at Dejavu Dubai
Dubai, United Arab Emirates
TitleFlood
Agency
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
Agency Producer
Head of Production
Art Director
Copywriter
Creative Director
Chief Creative Officer

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