Because of the economic crisis, this year selling tickets -even it is for a good cause- was going to be more complicated than ever. Keeping this in mind, we asked for the public’s collaboration. But only the collaboration of those that could truly afford it. That way, the people that were not hit as hard by the economy could help the ones that truly needed it.
The whole campaign was centered around portraying the closeness of the Red Cross to everyone, so the TV Ad and all other pieces focused on two main aspects:
-Closeness: Close-ups, detail shots, different elements, and the Red Cross as main characters.
-Numbers and Figures: figures and data regarding the help that the Spanish Red Cross is able to give people in need, thanks to all donations.
As a closing argument we always used the figure that should matter less, the ticket cost of 5 euros, represented with coins, as a way of showing that we can help many with the change we carry in our pockets.
Also, we invested efforts on involving young people to make them aware that their collaboration was also important. We created a new concept, “The Reinvented Generation”, an opposite of the actual label that society in general has given to Spanish youth these last few years (The Lost Generation). We created a video and a Facebook app with an optimism-filled message. Because only a generation like this one is capable of changing the future.