Annual Fundraising Drive Ambulance/Helicopter

In Mexico, the Red Cross was concerned that the global economic crisis was affecting people's ability to give. What it needed was a way for people to donate, while getting something in return.

JWT Mexico's solution was a bold re-imagining of the traditional collection box: coin-operated children's rides featuring Red Cross vehicles.

When the rides appeared - in parks and outside stores - the public (and their children) took to them instantly.

Launched with the motto 'Your help can keep us going' the rides were featured in a variety of media including TV, cinema, press and billboards.

Such was the success of the rides that people and their kids formed lines to have a go, while donations to the Red Cross increased by 23% compared to the previous year.