We created an e-mailer which talks about how extraordinary things can happen only if peoples’ paths cross. The e-mailer encourages people to ensure their path crosses someone else’s so that they can contribute to humanity and to start by crossing paths with Red Cross. The e-mailer is created in such a way that it not only forms the logo of the Red Cross but can also be read both horizontally and vertically (the text literally crosses paths). It signs off with the website address and a number to which people can send an SMS and donate money to Red Cross.

The campaign was highly successful with both client and consumer. Since the campaign idea was something members of the public could relate to, they participated wholeheartedly in this activity. Lakhs of Mumbaikars were exposed to the campaign and hence made aware of the various humanitarian initiatives Bombay City Red Cross is engaged in. Within the first week of its launch, the website received more than 2 lakh hits and showed up on the first page of Google.in when you searched for Red Cross. The LET OUR PATHS CROSS community on Facebook and Orkut saw more than 3,000 members within the first two weeks and leading newspapers ran stories lauding the campaign. Within three months of launching this campaign, Bombay City Red Cross received more than 2 lakh SMSs and cash donations amounted to a little more than Rs. 8 lakh.