The Red Cross faced the problem that people gave things to aid victims of natural disasters and when the National Fundraising Drive came, they felt like they already helped.We had to make them aware of the fact that somebody has to brig the aid to the disaster locations, and that is why the Red Cross still needs their coins.The solution was a coin-operated claw machine. The TV ad features the claw, which rescues little dolls from disaster, but in fact, people were able to find the real machines at shopping centres and rescue a little doll in exchange for a few coins.

We created a series of coin-op claw machines to dramatise the effect of donations. There were different stories where the timely intervention of the Red Cross helped the victims of different catastrophes.Inside these machines, hundreds of dolls awaited being saved by people and their coins. This way, children learned that helping could be fun by taking part of these rescue stories.Traditionally, claw machines make it hard to win, but this time, everyone wins all the time.

Response to the campaign was huge. Thousands of children tried their luck at the machines and thousands of dolls were rescued.Merely two days after the launch, the Mexican Red Cross had unprecedented media coverage worth 1.7 million dollars.Donations increased by 7.5% compared to 2010.The idea is now well set in society: coin by coin, we help the Red Cross save lives.