The British Red Cross are a volunteer-led humanitarian organisation that helps people in crisis, whoever and wherever they are. They enable vulnerable people at home and overseas to prepare for and respond to emergencies in their own communities. When the crisis is over, they help people recover and move on with their lives.
Hotcow were tasked to come up with a concept that will help to raise awareness of Red Cross Week and show people how easy it is to sign up and become a volunteer, and be part of some great fundraising events.
Red Cross wanted to remind people that helping those in need doesn’t have to be boring or take up too much time, but it can actually be a lot of fun too! They want to let people know that taking part in Red Cross Week is easy – you don’t need to organise a cake sale or climb a mountain – just get involved with the hundreds of existing projects up and down the country.
What we did
Hotcow created a two day brand experience activation launching in London’s Covent Garden and Manchester’s Trafford Centre to promote and celebrate Red Cross Week.
A giant interactive 3D newspaper was produced to tie in with the Red Cross Week theme ‘you make the headlines’.
The public were invited to be a part of the Red Cross Weekly front page and be part of the headlines.
Brand Ambassadors were tasked to encourage participants to don fancy dress and props and have their picture taken, which then appeared on the giant newspaper, alongside their chosen headline. In addition participants were encouraged to share their ‘front page’ picture to social networking sites Facebook and Twitter as an extension of the campaign.
So, what happened:
- 54,142 people were exposed to the brand
- 1,0802 people interacted with our Brand Ambassadors to find out more about the event and the Red Cross
- 40% of participants said they were likely to take part in fundraising for the Red Cross after this event