In order to raise awareness about its local disaster management actions during this important period, the Canadian Red Cross launched a TV ad in Quebec. The ad featured images of flames projected onto Quebec houses and buildings, with curious bystanders looking on.

Instead of showing images of spectacular fires, the team projected flames on real buildings to produce a stunning effect and reinforce the fact that nobody can predict where fire strikes. By producing the ad in real streets with a very ´documentary¹ look and feel, it also made the situation even more involving and created word of mouth. The production was also extremely cost-efficient, the way non-profit organisation ads should be.

Donations and volunteer enrolment increased over the past year, while all other components of the communications remained the same.