To get people to donate more towards the Red Cross humanitarian initiatives.

Most donation boxes look the same. There are very rarely any efforts made to make them different. They all have the logo of the NGO and a slit on top of the box to drop the money in. The design that we arrived at, claimed an ownership of the brand due to the simple graphic that made it look like the logo itself. It was simple idea that effortlessly tied in the Red Cross logo, and the thought of ‘Donate Generously’.

More contributions. And more conscious contributions. Because now, not only was someone aware of what he was donating money for, but also how it was being used. After donating money on Red Cross Boxed placed at departmental stores, malls, restaurants, Medical Stores etc, and hopefully, the next time they look to contribute, they will look at us. But more gratifyingly, the simplicity in thought and design has prompted Red Cross to think about implementing this design globally.