Canadian Red Cross
Project 1
OBJECTIVE:
Generate cost effective leads which have a propensity to convert to monthly giving.
METHODOLOGY:
Competitor scan, ethnography, reports, interviews, donor data, stats Canada
AUDIENCE:
Facilitators of help and core believers
THINKING:
Most people don't realize how ill prepared they are for emergencies until something happens to someone they know.
IDEA:
Text Red Cross for a First Aid pocket guide you can take anywhere so you’re always prepared to help people you care about.
HOW IT COMES TO LIFE:
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Transit ads
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Red Cross First Aid pocket guide
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Call from Red Cross providing more information on First Aid and how donors can support life saving programs
RESULTS:
Exceeded projected leads and brought in a new audience
CONTRIBUTION:
Creative strategy
Art direction
Produced work
Project 2
OBJECTIVE:
Tell the story of the Canadian Red Cross
METHODOLOGY:
Competitor scan, ethnography, interviews, donor data, web analysis, user experience, stats Canada
AUDIENCE:
People wanting to invest in organizations who have helped shape Canada and Canadians
THINKING:
Most people don't know exactly what the Canadian Red Cross does or how it has helped shape our country and people.
IDEA:
Uncover the stories behind our remarkable artifacts and present them in an engaging way that connects the many dots of the 120 years of Canadian Red Cross history.
HOW IT COMES TO LIFE:
Online interactive timeline
CONTRIBUTION:
Creative strategy
Art direction
Produced work
