The Australian Red Cross: Embers of empathy

This case study describes how the Australian Red Cross created art made from the aftermath of bush fires, raising national awareness and funds for those affected.

The Australian Red Cross: Embers of empathy

Dave Barton

Campaign details

Brand owner: Red CrossLead agency: George Patterson Young & Rubicam Sydney and Burston MarstellerBrand: The Australian Red CrossCountry: AustraliaIndustry Charities and voluntary organisationsChannels used: Content marketing, Events and experiential, Public relations, Social media, Word of mouth, advocacy Media budget: Up to $500k

Executive summary

This case study describes how the Australian Red Cross created art made from the aftermath of bush fires, raising national awareness and funds for those affected. In October 2013, fierce bush fires...

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