Ogilvy Austria: The Red Cross
Campaign: Increasing the profile of The Austrian Red Cross
Client: The Red Cross
WPP company: Ogilvy, Austria
The Austrian Red Cross is a well-established and high-profile voluntary organisation. However, in recent years it has received fewer donations from the public. The Red Cross provides a broad range of social support but people mainly remember its achievements in patient transport, blood donation and first aid.
Ogilvy Austria worked pro bono to create a new brand positioning and communications campaign. The new brand core ‘Out of love’ (‘Aus Liebe zum Menschen’) aimed to alter public perceptions and alert them to the range of valuable services carried out by the Red Cross. The campaign also contributed substantially to inspiring and encouraging employees and new voluntary staff to give their time and skills.