Be Part of the Equation

Donations were down and ‘millennials’ (I hate that term) were becoming skeptical about non-profits. So we invited them to Be Part of the Equation by showing the true impact of what Canadian Red Cross does.
For this campaign, I was not only the CD, but I was also the journalist. I ran dozens of interviews with Red Cross volunteers to find out their story and then told those stories in an immersive and in-depth Instagram experience.

📰 Strategy Magazine
🎯 +60% brand lift