Canadian Red Cross – ‘Be That Someone’ Campaign

Be That Someone Campaign for Canadian Red Cross

Canadian Red Cross – ‘Be That Someone’ Campaign

The Canadian Red Cross’ capacity was stretched to the breaking point in the face of unprecedented demand. Proof Strategies was challenged to fill a wide range of paid and volunteer roles across the country and quickly.

Our campaign concept, Be That Someone, challenged Canadians to imagine themselves helping someone in need with the Canadian Red Cross. Using archival and custom footage featuring volunteers, employees and beneficiaries in action, each creative touchpoint featured a Canadian Red Cross staffer cut out, leaving a silhouette that signals an opportunity to everyday Canadians that they can help people in crisis. 

The campaign was executed regionally leveraging video, paid social, paid digital, DOOH and press + partnerships. We implemented a new talent acquisition landing page and designed a unique immersive video experience to connect with interested candidates after application submission. 

The results:

  • 126% increase in applications
  • 27% increase in understanding of Canadian Red Cross Services
  • +14-point lift in awareness of services featured (we had hoped for a +5.75-point increase)

Our messaging and creative not only achieved the objective of increasing people’s understanding of the work performed by Canadian Red Cross, but it also inspired them to consider volunteering or working for the organization. Many, in fact, chose to apply directly for specific paid and volunteer roles because of our program.  

Agency: Proof Strategies

Art Director: Ryan Walton

Senior Copywriter: Jessica Grajczyk



cairns oneil: Paid Media Planning & Trafficking (Programmatic Video & Banners) 

Makers: Video & Photo Production