Canadian Red Cross – ‘Be Part of the Equation’ Digital Campaign
Canadian Red Cross – ‘Be Part of the Equation’ Digital Campaign
This digital-first awareness campaign for the Canadian Red Cross aimed to tug at millennial heartstrings by welcoming them to “a new type of social network where connecting can save lives.” In-depth interviews were conducted with Canadian Red Cross volunteers and staff from across the country, showing the real impact of the organization’s work and how people just like them make a difference for people in crisis.
The campaign included a dynamic Facebook canvas ad, digital pre-roll video and re-targeted social ads, all created with smartphone viewing in mind. The ads featured real stories from every province across Canada in English and French.
I was lucky to work with a strong team at Proof Strategies spanning strategy, design, UX and French language support. French agency Capital-Image ensured the campaign was not merely translated, but adapted for the French market.
The results:
- 10M+ impressions
- 3M+ millennials reached
- 13K+ social interactions
- 120K+ video views
- Established benchmark as the humanitarian organization of choice for millennials
- Winner: Ace Awards, IABC Toronto Ovation Awards
The campaign was featured in Strategy Magazine.
Creative Leads: Julie + Ella
Copywriter: Jessica Grajczyk
UX: Amanda Hoff
Design Team: Amanda Hoff, Stephen Fiset
French Support: Rahim Karmali, Capital Image
Strategy Team: Karly Gaffney, Sarah Rogers
