Red Cross Design & Branding HEROES WANTED by Y&R Dubai

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United Arab Emirates
Agency Y&R Dubai
Art Director Sajesh Pudussery
Copywriter William Mathovani
Producer Amin Soltani, Leng Panganiban
Photographer Mojtaba Komeili
Illustrator Gitten Tom
Released January 2012

Credits & Description

Category: Posters
Product/Service: RED CROSS
Agency: Y&R DUBAI
Chief Creative Officer/Creative Director/Copywriter/Designer: Shahir Zag (Y&R Dubai)
Creative Director/Art Director/Designer: Kalpesh Patankar (Y&R Dubai)
Art Director: Sajesh Pudussery (Y&R Dubai)
Copywriter: William Mathovani (Y&R Dubai)
Director Of Public Relations/Communications: Ayad El Mounzer (Red Cross Lebanon)
Producer: Leng Panganiban (Y&R Dubai)
Producer: Amin Soltani (Y&R Dubai)
Illustrator: Gitten Tom (Y&R Dubai)
Photographer: Mojtaba Komeili
Media placement: Posters - Universities, Inside Red Cross Facility Centres In Lebanon - 05 January 2012

Describe the brief from the client
To get young, able-bodied people to volunteer for the Red Cross.

Describe the challenges and key objectives
The challenge was to persuade our urban audience to step out of their comfort zones 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.

Describe how you arrived at the final design
We needed a campaign that carries a positive spirit. Therefore, we created a uniquely designed posters featuring 2 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.

Give some 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 dropout rate for when they were called for medical and rescue-mission training was 40%.