| Title | RED CROSS CANPAIGN |
| Brand | RED CROSS |
| Product/Service | HEALTH CARE CLINICS (ANONYMOUS) |
| Category |
A01. Use of Promotional Events & Stunts |
|
Entrant Company
|
KONSTELLATION Copenhagen, DENMARK
|
|
Advertising Agency
|
KONSTELLATION Copenhagen, DENMARK
|
Credits
| Thomas Pries |
Konstellation |
Creative Director |
| Morten Grubak |
Konstellation |
Sr. Creative |
| Benjamin Bang |
Konstellation |
Sr. Creative |
The Brief
Since undocumented/illegal migrants can't visit normal hospitals (for the fear of deportation), Red Cross opened two medical clinics where undocumented migrants can get medical aid – anonymously.
The problem: How do we get the message of the clinics across to people living underground, who avoid authorities, and don't look at normal media such as outdoors/posters, tv, SoMe etc.?
One place we know they look is the recycling tag on recyclable cans, they collect around the city to make a modest living.
Campaign Success
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 carnevals/street parties where there would be a lot of can collectors/illegal migrants present to pick up our message (literally).
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
Using an unlikely, but highly appropriate, media such as recyclable cans we managed to create awareness within the target audience: illegal immigrants.
At two guerilla/undercover events we sampled the cans (with Red Cross info stickers on it) in the largest cities of Denmark and got them, and our message, in the hands of the desired people.