Ray­mond Seropian

ArabAd - - COVER STORY -

Master’s de­gree in Advertising ALBA

The Pro­ject:

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 Pro­ject:

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.

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