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Campaign: HOPE

Client: Lebanese Red Cross Society WPP company:Y&R, Dubai

The Lebanese Red Cross Society is led by volunteers. Their mission is to provide relief to victims of natural and human-made disasters, and help people prevent, prepare for and respond to emergencies. However, many people don’t volunteer because they don’t know what the organisation does, or that Red Cross volunteers receive training on essential skills so that they can volunteer on local, national or international levels.

In 2011, Y&R created the ‘HOPE’ campaign for the Lebanese Red Cross to drive volunteer numbers and demonstrate the role of the Red Cross in making a big difference in people’s lives.

The print and poster campaign depicted chaotic scenes of natural disasters in which the survivors look helpless. A pull tab mechanism on the side of the poster reveals one of the individuals in the scene as a Red Cross volunteer, transforming a heartbreaking situation into one filled with hope. A direct mail campaign with inserts in pan-Arab magazines was also used to help reach a wider audience.

In less than a week, over 1,757 volunteers signed up online and over several months donations to the Red Cross saw a dramatic increase. During the campaign period a total of $500,000 was donated from individuals unable to volunteer their time but willing to help with supplies and training.

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