In an increasingly crowded marketplace and with everyone feeling the pinch financially, charities are having to work harder than ever to get their messages across (although note to charities, people with clipboards being overlay matey in the street are not the way forward!).
For their new campaign I Am A Crisis, the British Red Cross wanted to tackle the public perception that they were mainly charged with helping people oversees by publicising the huge amount of work they do here in the UK where they help a million people every year.
The advert sees a mysterious hooded young woman wandering through both the town and the countryside, a personification of a crisis who reels off the amazingly diverse range of issues with which the Red Cross can help – from a fire that makes you homeless to an inability to pick up an important prescription.
It’s beautifully shot and hauntingly atmospheric – the woman addresses the camera directly and is accompanied by a strange, dark Alsatian to ramp up the sinister ambiance. The idea of a crisis as something that can happen to anyone (“I don’t care who you are”) is powerfully communicated and you can’t help feel you’d want the organisation on your side in the event she visited you.
This is a great example of a traditional advertising campaigning doing what it does best, raising awareness in a compelling, memorable way.
This post was sponsored by the British Red Cross.
- Submit Saturdays: Take advantage of your website to show varied work as a creative collective
- Parisian upstarts Ill-Studio give L’Officiel magazine new life
- Knock knock. Who's there? It's Best of the Web!
- William Knight's socially conscious portfolio of graphic design
- Alan Fears’ papier mâché heads are a humorous portrait of ourselves
- The quiet humour of illustrator Elena Xausa
- Reasons Not To Do Graphic Design by Yotam Hadar
- Nostalgia in branding: top design studios analyse the NatWest and Co-op retrobrands
- Google and Monotype launch Noto, an open-source typeface family for all the world’s languages
- The only way is ethics: what are the moral obligations of a graphic designer?
- Rachel Levit illustrates contemporary relationships in new book
- Creative agency INT Works relaunches as Anyways, with a playful graphic identity