Canadian Red Cross
be part of the equation
We had a hunch (which proved correct) when it came to socially savvy millennials’ perception of non-profit organizations. Global. Bureaucratic. Non-transparent.
Through the study of ethnography and the interviewing of focus groups, we learned that organizations like the CRC were mostly associated with major international relief efforts, as opposed to efforts put forth domestically in Canada.
The Canadian Red Cross responds to an emergency situation in Canada every three hours. Many of the volunteers are millennials, their dedication to paying it forward coming through their own previous experiences with the CRC. We wanted to show how the Canadian Red Cross connects people in times of crisis. Our campaign led with social media, a content-heavy Facebook canvas build, digital video, and re-targeted ads in social.
Strategy Magazine: Canadian Red Cross pulls at millennial heartstrings
Canadian Red Cross: Be part of the equation. How Red Cross connects people during crisis
Creative Leads: Ella Potyrala, Julie Martinson Copywriter: Jessica Grajczyk UX: Amanda Hoff Design Team: Amanda Hoff, Stephen Fiset French Support: Rahim Karmali, Capital Image Strategy Team: Karly Gaffney, Sarah Rogers