Philippine Red Cross: SOS to SMS
Viboy Palillo
Campaign details
Brand owner: Philippine Red CrossAgency: Lowe PhilippinesBrand: The Philippine Red CrossCountry: The PhilippinesChannels used: Internet - general, Online videoMedia budget: Up to 500k
Executive summary
This is a campaign that, through an insightful use of social media, raised over US$1.5 million towards helping Filipino flood victims without the campaign itself costing anything.
The Philippine Red Cross was among the first to respond but relied on public donations to carry out relief, rescue and recovery operations over the long haul....