To give notoriety to the Red Cross emergency campaigns in Africa and to the brand itself within a market where a great NGOs activity exists.To offer an interactive experience to the public, sensitising the people about the need of help and offering them the chance to co-operate at the same time.To establish an emotional link between the spectator and the aim of the campaign: to fight hunger. To make tangible a distant problem which has lost its capacity of mobilisation, due to its reiteration.To eliminate a traditional curb in the request of NGO’s for economical aid: to make patent that the aid is managed to meet its purpose.To achieve repercussion in the media by locating the display at places where it could impact the opinion leaders in order to give more visibility to the action.To strengthen the leadership of Red Cross as an NGO pioneer in these kinds of actions. Goal: To communicate a message of request for aid from a different perspective, which the target has received formerly in many occasions and from different organisations, what hampers its involvement.For this purpose, an interactive outdoors display – which does not exist in the market – is designed with two aims: to raise funds and to offer an interactive experience in which the spectator will be able to see the efficiency of his/her aid. A coin puts in motion a still image of an undernourished child who immediately receives a spoonful of food with a final THANKS message.The action manifests the cause-effect relation between the action of giving money and the reception of aid in such an amazing way that it is useful to eliminate any suspicions on the final destination of the economical aid.These displays are placed at transit areas in airports, train stations and big malls, which guarantees a high visibility of the action, thus impacting on a very qualified target that can give coverage of the action in different media.

The creation of an innovative interactive-outdoors display useful to communicate an aid message for Red Cross emergency campaigns in Africa, as well as the raising of funds, both aims covered by the same software.

It gathers several attributes, which qualify it as a great piece:Innovation: It is the first time that such a kind of action is designed, by creating a new interactive-outdoors display.Simplicity: It communicates the message in a convincing and simple way.Impacting: The innovation of the display together with the surprise of what happens when the coin is inserted, which is unpredictable.All this factors make of this a unique piece, so powerful and memorable.

The creation of an innovative interactive-outdoors display useful to communicate an aid message for Red Cross emergency campaigns in Africa, as well as the raising of funds, both aims covered by the same software.