Pro bono

Campaign: Red Cross Fund Raising 2012

Client: Mexican Red Cross

WPP Company: JWT Mexico

The Red Cross has been receiving donations through their iconic collection boxes for over 100 years. Each donation is rewarded with a sticker as an acknowledgement of their support. In 2012, JWT Mexico worked pro bono to bring the Red Cross fundraising campaign into the 21st century. In partnership with Telmex, Mexico’s biggest telecoms company, thousands of phone booths across Mexico City were transformed into Red Cross collection boxes. Instead of a sticker, a photograph of each donor was uploaded to social networks, further amplifying the message. Donations increased by 9% compared to the previous year and followers on social networks grew by over 500%. Following the success of the campaign, the Red Cross plans to extend it into other Latin American countries.