In Mexico, the Red Cross is the first responder during natural disasters, car crashes, and pandemics, but to attend to emergencies, they rely on donations from people because they are a non-governmental humanitarian assistance organization. There are no other healthcare institutions in the country that operate with funding coming from people's will.

There is a belief that donating just once is enough to help, but the reality is that, in order for the Red Cross to continue operating, it needs donations on a constant basis. That's why they need to keep spreading the same call to donation message all across the country throughout the entire year.

To reach a wider audience and get the funding they need, they need mass media, but every penny spent is a penny needed to save lives. The objective is to get more donations with no budget.

448 ambulances used as a media channel (largest number of ambulances fleet in Mexico) generate in three months:

• 5.9 billion outdoor impact

• With an estimated cost of +2.5 M USD in outdoor advertising

• All within the emergencies budget.

• Zero media budget

• +24% donors vs last year

• +39% donations vs last year

• Average individual donation increased by 20%

• 6.8 USD Million (+39% vs 2021)

The Red Cross turned to the largest and loudest outdoor media network, one they own: Ambulances. Inspired by a technique called "perifoneo" in Spanish, which is a type of sound-led advertisement very common in Mexico, consisting of a sound system mounted on a vehicle that broadcasts a message on several streets through a speaker.

Slightly modifying one of the authorized siren modes to say “dona” the Spanish word for “Donate” and still alert keeping within Mexican laws and regulations. No other healthcare entity operates with donations, making this siren call exclusive to us. Making this siren donation call exclusive to the Mexican Red Cross.

With more than 448 owned ambulances, with a sound reach of 700 feet each, running 24/7 and covering the 32 states of Mexico. Running 24/7 and covering the 32 states of Mexico. We created a new media with nationwide reach staying within the emergencies budget.

"Mexico is a loud country, and Mexico City is its loudest, no one visits this fine city without asking as least once “What’s that noise?”

Source: https://mexicocitystreets.com/2016/09/29/sounds-mexico-city-revealed/

Although in the rest of the world sound advertising media in the street is irrelevant, historically, and culturally in Latin American countries it is of great importance for both small businesses and large brands.

We decided to give the characteristic sound of ambulances a twist with a call to action that would encourage people to donate to the Red Cross. In Mexico, there are too many messages in the sounding in the air, but sirens are always heard. By adding a message, it becomes even more noticeable and effective.