The Ask - Throw off a few social posts to generate awareness and solicit donations for people who've lost everything in house fires.
The Answer - We created a fully integrated campaign with social activation at the core. Our campaign line, 'Give What Fire Takes,' became an internal rallying cry for people working at the American Red Cross, and the #hashtag for an elaborate disaster relief program spanning 600 local chapters nationwide. Our on-line efforts quickly crept off-line onto billboards and into local news stories across the country. The 'Give What Fire Takes,' campaign set records for donations, shares, and reach. Most importantly, the campaign helped American Red Cross volunteers extend relief to victims of house fires left with nothing. See the #GiveWhatFireTakes Twitter feed here, and donate at the Crowdrise page here.
[CD/CW – Henry Mathieu | CD/AD - Steve Giraldi | AD's – Mariam Guessous + Mariam Langsam]