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Philippine Red Cross SOS to SMS

Philippine Red Cross SOS to SMS

On December 18, 2011, Typhoon Sendong (Washi) hit Southern Philippines. The provinces of Cagayan de Oro and Iligan rarely experience typhoons and weren't prepared for the damage. Shortly after the typhoon struck, we uploaded a visual of a Philippine map on Facebook, with the southern part submerged in floodwater, with a message on how people can donate to the Philippine Red Cross via SMS. Within minutes, it was shared on people's Facebook walls, blogged, and reposted on social networking sites. It reached 3 million Filipinos and contributed to 45% of the cash donations amounting to USD 1, 512,654.40. (https://www.youtube.com)

Tags: Industry: No Profit
Company: Red Cross
Agency: Lowe
Country: Philippines
Prize: Asian Marketing Effectiveness Award
Year: 2012
Type of content: Video case study
Language: English
Topics: Emotional Marketing, Social Marketing