Title	RED CROSS CANPAIGN
Brand	RED CROSS, DENMARK
Product/Service	HEALTH CARE CLINICS (ANONYMOUS)
Category	B02. Clinics, Hospitals, Retail & Facilities
Entrant Company	KONSTELLATION Copenhagen, DENMARK
Advertising Agency	KONSTELLATION Copenhagen, DENMARK

Name	Company	Position
Thomas Pries	Konstellation	Creative Director
Benjamin Bang	Konstellation	Sr. Creative
Morten Grubak	Konstellation	Sr. Creative

The Brief

To make the illegal migrants (and only them) aware of the clinics without startling them (or their potential backhandlers) utilizing a place we know they look: the recycling tags of collected cans. Giving them the number to a text service providing additional information in their language and on their terms.

Creative Execution

To get the message through solely to the intended recipient we utilized recycable cans and spread them across the city, where we knew that the migrants/can collectors would pick it up. They do not pay attention to normal media outlets, and the flee authority so we needed to grab their attention they only place we could. This was also a great way to tell them about the clinics without notifying/ startling their backhandlers, our own government and so on.

Our message was picked up by our target audience almost immediately and the clinics experienced a 40 % increase in visitors the following weeks. We also effectively provided a new communication channel for Red Cross to use in the future.

The clinics couldn't announce their clinics publicly, (on the fence with government), and the target audience don't pay attention to traditional/digital channels anyways. As an undercover operation we placed stickers on 500 cans, surrounding the recycling tag on the cans. We then scattered them in the two largest cities in Denmark, during carnivals/street parties where there would be a lot of can collectors/illegal migrants present to pick up our message (literally).