American Red Cross
The brief was to create a small integrated social effort to generate awareness and drive donations around home fires. Instead, we created a campaign that blossomed into a cornerstone disaster relief program, internal rallying cry, external identity and unifying message across 600 local chapters. It quickly crept off-line and and even quicker set records for donations, shares and reach. Ultimately, it finally allowed volunteers to focus on helping those in their community and not marketing and donation efforts. Donate to the Red Cross and #givewhatfiretakes.
We designed CrowdRise pages within the campaign framework and encouraged people to donate. Every 8 minutes, the Red Cross responds to a home fire or other disaster. When a person has lost everything, ordinary items (blankets, smoke alarms, hot meals, a place to stay and more) can be extraordinary.