CHANGE YOUR KARMA

Red Cross Youth is Denmark’s largest humanitarian youth organisation, with volunteers taking care of vulnerable children and young people. Red Cross Youth depends on government funding and the number of paying members directly influences the amount of money they recive.

Our task was to create a recruitment campaign targeting young people, who were difficult to activate. And we needed 1.200 new members under the age of 30 years. We used “karma” as the central element; when you do something good - you’ll receive something good. Every member signing up 8 new members got a festival ticket. Exchange good for good.

CONCEPT · IDENTITY · OUTDOOR · WEBDESIGN · SOME CONTENT