AUSTRALIAN RED CROSS
A community fundraising challenge like no other.
THE SITUATION
The Go Without Challenge for the Australian Red Cross is a peer-to-peer fundraising challenge that allows supporters to experience what it’s like to be impacted by a disaster – losing access to everyday essentials that are usually at your fingertips and educating them on how to be prepared if a disaster was to strike.
THE SOLUTION
The creative uses custom imagery of real life items needed in an emergency, which are playfully used in different compositions to create brand patterns. The icon system represents the five challenges, and these appear throughout the creative, interacting with both the word mark and the photography. We created a positioning statement ‘Are you prepared to go without’ to further define the challenge alongside the visual identity system.
The campaign sits seamlessly under the Red Cross brand through use of brand fonts and colours, as well as being strategically aligned to their core brand proposition. We rolled these assets out into a website and digital content, as well as producing a suite of templates to be distributed to internal and external stakeholders.
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