Cannes Lions

AMEX/UNICEF AID FOR VICTIMS OF ASIAN TSUNAMI

OGILVYONE MEXICO, Mexico City / AMERICAN EXPRESS / 2005

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OVERVIEW

Description

A ripped insert was placed in card member's Balance Statements, showing how Asian children have been "torn" by this tragedy, and that card members could easily help repair their lives with their own hands.

Outcome

Up to now, card members have donated USD$31,845 in cash (charged to their cards) and 54,228,950 Membership Rewards Points, which can be used to buy necessities like food, clothing and medicine.

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