Our creative strategic solution liquefied words to demonstrate falling rain and the lack of media coverage of the Pakistan floods disaster; words were washed away like the homes of so many Pakistanis.This campaign included major national newspapers and web banners on key networks which provided flexibility of short lead times & incited immediate interest and action.Through our partnership with National Post, the CANADIAN RED CROSS campaign was seamlessly integrated within all editorial content covering the catastrophe.

Two spectacular formats were developed: A dominant ad in the National Post newspaper and a takeover of nationalpost.com blurred the lines between advertising and editorial.To generate additional reach and frequency, web banners drove traffic to the CANADIAN RED CROSS website and smaller newspaper formats were placed in a dozen daily newspapers across the country.

In the end, we overcame the campaigns’ adversities and increased traffic to the RED CROSS website by 42%; contributing to raise 14 million dollars in donations and allowing the RED CROSS to create new clinics and provide medical aid to more than 57,000 affected citizens.