Red Cross - When Disaster Hits
The very worst disasters don’t just hit some people, they affect everyone in some way.
A campaign that aimed at changing people’s perceptions as well as a donation driver, the ‘When Disaster Hits’ campaign was launched on the appeal week and generated a 32% increase in donations over the previous year ($1.28 million as opposed to $950,000 the year before).
Major news outlets covered the campaign including a prime time TV feature on NZ disasters affecting people. Fake lost posters of people were also erected on boards to create added tension to the question of ‘how prepared are you in a disaster?’