PAY IT FORWARD:

CANADIAN RED CROSS

THE BRIEF:

Create and promote a loyalty program to encourage monthly donations to the Red Cross.

THE STRATEGY:

When people know where their money goes, they are more inclined to donate. This can be shown through a vessel of many companies who
still need a major CSR initiative.

THE IDEA:

A new loyalty card uniting the Canadian Red Cross, businesses from coast to coast, and the communities they serve.

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Communications both in store and outdoor spread the word about the contributions people's individual purchases are making.

All art direction, from cards to the advertisements come from a large scale mural that shows the full network created between the Red Cross, its new corporate partners, and communities from coast to coast.

SEE THE ENTIRE PRESENTATION HERE: