ICRC - International Committee of The Red Cross: React for Real

The International Committee of The Red Cross (ICRC), a humanitarian organisation, launched a global campaign to increase donations to support Afghanistan with a film that converted hashtags and emojis into currency.

Campaign details

Brand: Red CrossBrand owner: International Committee of the Red Cross (ICRC)Entrant company: Wunderman Thompson - United Arab EmiratesIdea creation: Wunderman Thompson DubaiMarket: GlobalSector: Non-profit, public sector & educationMedia channels: Social mediaBudget: Up to 500k

Executive summary

In August 2021, as the terrorist group Taliban took over Kabul, newsfeeds were flooded with horrific images and videos of Afghans hanging from airplanes and handing out their children to foreign soldiers in hope their little ones would get to safer lands. And the world reacted, through...

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