Red Cross: In Mali in the morning, on TV in the evening
On September 15, the Swiss Red Cross (SRK) will launch a cross-media fundraising campaign created by the GGK agency. The campaign aims to provide a firsthand look at what the relief organization does with the donations it receives.
The Swiss Red Cross (SRC) is launching a cross-media fundraising campaign on 15 September, which is being realized by the GGK agency. It aims to show first-hand what the aid organization does with the donations. At the beginning of September, two SRC employees will travel to Mali, where many aid projects are currently being carried out. Every morning, footage of the situation will be taken on site and the SRC employees will report on how the Red Cross is combating misery there. This footage is then transmitted to Switzerland by satellite, where it is processed into a commercial and shown on e-boards in train stations and on the internet in the afternoon. In the evening, the commercials are shown on Swiss television. These clips, which are produced daily, are supported by full-page advertisements. At the end of this eight-day reportage, a summarizing spot will be shown on the Postcanal - a flyer with a payment slip will of course be available.
The campaign aims to make people aware that there is need and misery every day. Donation barometers show that donations are massively higher than normal during acute disasters. The Red Cross, on the other hand, helps to alleviate suffering every day, which the campaign aims to convey.
The SRC is accompanying a mailing with an advertising campaign for the first time. It is not expected that donors will react negatively to this, SRC advertising manager Martin Grossenbacher told Werbewoche: "The SRC is jumping on the bandwagon relatively late. Numerous aid organizations have been advertising very actively for years, so the acceptance is there today." In addition to its advertising function, the campaign also fulfills a second task: it can make transparent how the Red Cross helps on the ground, Grossenbacher continued.
The concept for the cross-media campaign comes from GGK, with whom the SRC has been working for two years. It is a further development of a campaign platform that also comes from GGK. However, the aid organization does not send an expensive camera team to Mali; the SRC employees take the shots for the commercials with a digital camera; in Switzerland, the material is built into a prefabricated framework.
The campaign aims to make people aware that there is need and misery every day. Donation barometers show that donations are massively higher than normal during acute disasters. The Red Cross, on the other hand, helps to alleviate suffering every day, which the campaign aims to convey.
The SRC is accompanying a mailing with an advertising campaign for the first time. It is not expected that donors will react negatively to this, SRC advertising manager Martin Grossenbacher told Werbewoche: "The SRC is jumping on the bandwagon relatively late. Numerous aid organizations have been advertising very actively for years, so the acceptance is there today." In addition to its advertising function, the campaign also fulfills a second task: it can make transparent how the Red Cross helps on the ground, Grossenbacher continued.
The concept for the cross-media campaign comes from GGK, with whom the SRC has been working for two years. It is a further development of a campaign platform that also comes from GGK. However, the aid organization does not send an expensive camera team to Mali; the SRC employees take the shots for the commercials with a digital camera; in Switzerland, the material is built into a prefabricated framework.
