Albeit a world-renowned organization, people are often unaware of what the Red Cross does on a local level. People are losing sight of the Red Cross's vital work around the world, perceiving the Red Cross as only helping victims of fires or organizing blood donations. To solve this problem, we needed to remind people, simply and powerfully, that the Red Cross provides relief for more extensive, global issues.

The sole purpose of the Red Cross is to prevent and ease human suffering in the face of any emergency. To communicate this, we created a print and poster campaign conveying a simple and powerful insight: When human crises occur, and everyone runs away, the Red Cross runs toward. Run. For. Life connects emotionally with the audience to exhibit how the Red Cross is the first to respond and save lives when everyone is running to save their own.

The main goal of the campaign was to capture the actions that take place during a real emergency. To achieve this, we flew to Zimbabwe and Vietnam to shoot in real locations using only local community members – each briefed to run as if their lives depended on it. After spending several hours taking photos of them running, we selected each person's best movements to set a realistic scene of people escaping in an emergency. Then, we placed the Red Cross volunteers running in the opposite direction using their vest logo as the print logo.

The Red Cross had an uptick of 13% in donations during the initial run of the campaign and prior to the Covid crisis.