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

Mona Hassanie, Ghida Sater

The International Committee of the Red Cross (ICRC), a not for profit, launched a campaign in the UAE, UK and US to push people to turn their social currency into real currency and make donations.

Campaign details

Brand: International Committee of the Red Cross (ICRC) Brand owner: International Red Cross and Red Crescent Movement Entrant company: Wunderman ThompsonIdea creation: Wunderman Thompson Dubai Market: United Arab Emirates Sector: Charities & voluntary organisations Media channels: Online videoBudget: Up to 500k

Executive summary

The ICRC has been serving Afghans for over 30 years. But during their darkest hours, when the Taliban took power, they needed urgent donations to keep providing aid to a population in peril.

While NGOs use educational messaging...

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