Master’s degree in Advertising ALBA
In a small country tormented by war, division and conflict, The Lebanese Red Cross (LRC) has unanimously become the last resort for people in distress. This national, volunteer-led organisation is the only remaining movement to bring the people together, through its singularity, its presence all over the Lebanese territory and its commitment to impartiality. However, it lacks the resources for proper communication. The campaign aims to raise the voice of the LRC, for all Lebanese people to hear, while solely focusing on the organisation’s dedication to life.
The LRC: A campaign for life Tagline: a matter of life The idiom "a matter of life and death" designates a matter of the utmost importance, like a dying patient being rushed to the hospital by the LRC. The new signature keeps the critical aspect of the expression, while losing its negativity and focusing on the rescue. It allows the Red Cross to own, not only this tagline, but also the dedication to life itself. Blood donation campaign: donate for life The idea was to get away from the literal graphic imagery, by swapping the blood unit “bag” with a same-looking yet more appealing representation: a red helium balloon. The rest of the campaign is a simple implementation of the concept. Ambulance awareness campaign: make way for life A lot of people still don’t respect ambulances, which results in patients dying even before they can reach the hospital. This campaign addresses the issue by putting the spectator behind the wheel, thus allowing him to face the stress and pressure of a real life situation. Finally, the TVC ends on a subtle visual metaphor that gives an extra edge to the idea and makes it easier to remember. Recruitment campaign: suit up for life This campaign revisits the concept of the secret hero identity, which is often attributed to the LRC. It portrays well-known characters, each sharing one of the qualities of the volunteers. The pre-established link allows the introduction of a new idea that goes one step further. Fundraiser idea: tap for life and stick to life There are only few people that wouldn’t donate to the LRC, but it’s pretty common to find yourself not being able to because you aren’t carrying any change. But what if we used a booming technology to solve this problem? Introducing the LRC NFC tag.