2012 Winners & Shortlists

Brief Explanation

The challenge was to persuade our urban audience to step out of their comfort zone and become a volunteer. The key objective was to drive awareness of the all-important work of Red Cross in helping the victims of natural disasters. And of course, to get enough kind souls to register online and man our relief mission.

The Brief

To get young, able-bodied people to volunteer for the Red Cross.

How the final design was conceived

We needed a campaign that carries a positive spirit. So we created a uniquely designed posters featuring 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.

Indication of how successful the outcome was in the market

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%.