Campaign: Your Help Can Keep Us GoingClient: Cruz Roja Mexicana (Red Cross)
WPP company: JWT Mexico City
In 2010, Red Cross Mexico partnered with JWT Mexico City to promote its annual national fundraising campaign and make sure that collections did not drop due to the economic downturn.
JWT replaced the usual Red Cross collection boxes with coin-operated children’s rides featuring Red Cross ambulances, helicopters and boats. These were placed in parks, stores and malls across Mexico to remind people that the Red Cross needs donations from the public to keep going. The campaign was supported by press, print and TV, and helped to increase donations by 23% compared to 2009. The campaign won three Cannes Lions awards.
View the video below