The Portuguese Red Cross needed to raise money for its main causes during the Christmas season. Times are hard and the Red Cross wanted an idea that could fight itself through the crisis and recession. Something new and powerful. Something that could literally change things as we see them.

The creative strategic solution was to convey the idea of the perfect shopping alternative for Christmas: buy Hope. We made sure it had the perfect balance of a regular Store and one that sold something you couldn’t actually touch. It stood out and quickly became the mall’s center of attention. To maximize the response to this idea we used several channels. Radio as a teaser with renowned celebrities endorsing. We made several short films documenting every stage of the construction and played them online and at the mall. PR efforts made sure it was constantly a topic in TV shows, radio interviews and magazine articles. Street billboards near the Store reminded for people to change the gift to help change the world. Ads in print media sustained the message along the Store’s run. And finally the Store itself became the best medium to spread the word about buying Hope.

As a result, hundreds attended the opening. The media coverage was unlike anything the Red Cross had experience in its history.The Red Cross was able to exceed the needed funds to carry out several of its programs and it helped change people’s attitude towards the act of donating. Finally the Store quickly reached the shopping top ten in sales and had to extend its opening hours and closing date. The success of the Store has made possible the plans of opening new ones in Portugal, Spain and wherever there is a Red Cross. With solid plans in several locations.