The brief was to create a small integrated social effort to generate awareness and drive donations around home fires. Instead, we created a campaign that blossomed into a cornerstone disaster relief program, internal rallying cry, external identity and unifying message across 600 local chapters. It quickly crept off-line and and even quicker set records for donations, shares and reach. Ultimately, it finally allowed volunteers to focus on helping those in their community and not marketing and donation efforts. Donate to the Red Cross and #givewhatfiretakes.

The brief was to create a small integrated social effort to generate awareness and drive donations around home fires. Instead, we created a campaign that blossomed into a cornerstone disaster relief program, internal rallying cry, external identity and unifying message across 600 local chapters. It quickly crept off-line and and even quicker set records for donations, shares and reach. Ultimately, it finally allowed volunteers to focus on helping those in their community and not marketing and donation efforts. Donate to the Red Cross and #givewhatfiretakes.

The brief was to create a small integrated social effort to generate awareness and drive donations around home fires. Instead, we created a campaign that blossomed into a cornerstone disaster relief program, internal rallying cry, external identity and unifying message across 600 local chapters. It quickly crept off-line and and even quicker set records for donations, shares and reach. Ultimately, it finally allowed volunteers to focus on helping those in their community and not marketing and donation efforts. Donate to the Red Cross and #givewhatfiretakes.

The brief was to create a small integrated social effort to generate awareness and drive donations around home fires. Instead, we created a campaign that blossomed into a cornerstone disaster relief program, internal rallying cry, external identity and unifying message across 600 local chapters. It quickly crept off-line and and even quicker set records for donations, shares and reach. Ultimately, it finally allowed volunteers to focus on helping those in their community and not marketing and donation efforts. Donate to the Red Cross and #givewhatfiretakes.

The brief was to create a small integrated social effort to generate awareness and drive donations around home fires. Instead, we created a campaign that blossomed into a cornerstone disaster relief program, internal rallying cry, external identity and unifying message across 600 local chapters. It quickly crept off-line and and even quicker set records for donations, shares and reach. Ultimately, it finally allowed volunteers to focus on helping those in their community and not marketing and donation efforts. Donate to the Red Cross and #givewhatfiretakes.

We posted our creative on social channels along with the hashtag #givewhatfiretakes. The hashtag took off with record breaking tweets and Facebook shares.

We posted our creative on social channels along with the hashtag #givewhatfiretakes. The hashtag took off with record breaking tweets and Facebook shares.

We posted our creative on social channels along with the hashtag #givewhatfiretakes. The hashtag took off with record breaking tweets and Facebook shares.

We posted our creative on social channels along with the hashtag #givewhatfiretakes. The hashtag took off with record breaking tweets and Facebook shares.

We posted our creative on social channels along with the hashtag #givewhatfiretakes. The hashtag took off with record breaking tweets and Facebook shares.

We sent out an email to Red Cross donors to garner more campaign engagement.

We sent out an email to Red Cross donors to garner more campaign engagement.

We sent out an email to Red Cross donors to garner more campaign engagement.

We sent out an email to Red Cross donors to garner more campaign engagement.

We sent out an email to Red Cross donors to garner more campaign engagement.

Billboards were placed in locations around the country by local chapters of the American Red Cross. In New York a billboard was placed in Times Square at the Nasdaq building.

Billboards were placed in locations around the country by local chapters of the American Red Cross. In New York a billboard was placed in Times Square at the Nasdaq building.

Billboards were placed in locations around the country by local chapters of the American Red Cross. In New York a billboard was placed in Times Square at the Nasdaq building.

Billboards were placed in locations around the country by local chapters of the American Red Cross. In New York a billboard was placed in Times Square at the Nasdaq building.

Billboards were placed in locations around the country by local chapters of the American Red Cross. In New York a billboard was placed in Times Square at the Nasdaq building.

The campaign received attention from news stations across the country. Below is a video from News Channel FOX 5 Atlanta.

The campaign received attention from news stations across the country. Below is a video from News Channel FOX 5 Atlanta.

The campaign received attention from news stations across the country. Below is a video from News Channel FOX 5 Atlanta.

The campaign received attention from news stations across the country. Below is a video from News Channel FOX 5 Atlanta.

The campaign received attention from news stations across the country. Below is a video from News Channel FOX 5 Atlanta.

We designed CrowdRise pages within the campaign framework and encouraged people to donate. Every 8 minutes, the Red Cross responds to a home fire or other disaster. When a person has lost everything, ordinary items (blankets, smoke alarms, hot meals, a place to stay and more) can be extraordinary.

We designed CrowdRise pages within the campaign framework and encouraged people to donate. Every 8 minutes, the Red Cross responds to a home fire or other disaster. When a person has lost everything, ordinary items (blankets, smoke alarms, hot meals, a place to stay and more) can be extraordinary.

We designed CrowdRise pages within the campaign framework and encouraged people to donate. Every 8 minutes, the Red Cross responds to a home fire or other disaster. When a person has lost everything, ordinary items (blankets, smoke alarms, hot meals, a place to stay and more) can be extraordinary.

We designed CrowdRise pages within the campaign framework and encouraged people to donate. Every 8 minutes, the Red Cross responds to a home fire or other disaster. When a person has lost everything, ordinary items (blankets, smoke alarms, hot meals, a place to stay and more) can be extraordinary.

We designed CrowdRise pages within the campaign framework and encouraged people to donate. Every 8 minutes, the Red Cross responds to a home fire or other disaster. When a person has lost everything, ordinary items (blankets, smoke alarms, hot meals, a place to stay and more) can be extraordinary.