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
A SERIES OF OUTDOOR POSTERS
ENCOURAGING YOUNG PEOPLE
TO DO GOOD
Through Facebook and online films, we invited our audience to our website, where they could sign up as members and invite new members. Within 2 weeks we got 4002 new members and Red Cross Youth got their government funding.
Clara Prior Knock, Lasse Martinussen,
Kenneth Nguyen, DDB & Spoiled Productions