The German Red Cross is Germany’s largest humanitarian aid organization. So large that people ask themselves what it stands for or what it does. The consequence is: the Red Cross is losing members and supporters. To reverse this trend, we broke one of the iron rules: DON’T TOUCH THE LOGO The German Red Cross quite simply became, for example the German Red Dog – for the mountain rescue teams. The German Red Plane – for the countless international aid missions. The German Red Tap – for drinking water supply in developing countries. And the German Red Fork – for meals provided to the needy.

We turned the iconic Red Cross logo into all that it truly stands for. In food, in clothing, in water, in hope, in elderly help and much more. This way, you could impressively comprehend what the German Red Cross is doing.

The German Red Campaign, which is still going on to this day, not only pushed the number of newcomers up, but also ensured that all of Germany was dyed red. Whether in TV, on billboards, on posters, print ads, in social media or at numerous own touchpoints such as hospitals, hospitals or old clothes containers – the German Red Cross became visible. In addition, the campaign spread virally, as the simple campaign mechanics formally invited. In this way, numerous personal creations were created - online as well as offline.