Market
VMLY&R COMMERCE Mexico
Challenge
In Mexico, the Red Cross is the first responder and to operate, they rely on donations from people. To reach a wider audience to get fundings, they need mass media. But every penny spent on media is a penny that could go to save lives.
Idea
Create a new outdoor media with nationwide reach. By slightly modifying one of the siren modes to repeat "dona" the Spanish word for "donate", the Red Cross was able to continually ask for donations while still keeping the alert siren within the required Mexican laws and regulations.
Growth
- $6.8M total donations
- 5.9B outdoor impacts
- 20% increase in average individual donations
Recognition
- Cannes Lions, Bronze (Media)
- Cannes Lions, Shortlist (Health & Wellness)
