We thought that the medium, place and moment to reach the people had to be different and special. A sensitive moment to make them respond before asking them for money. The idea: how is the world seen through Red Cross eyes. The medium: postcards showing beautiful parts of the country now critically affected by natural disasters.To impact and make this relevant, we delivered these postcards as a teaser of the full campaign in tourist and souvenir stores, restaurants, etc, as if they were ordinary postcards.

Thousands of donations generated before the full campaign was aired.In one week 10,000 postcards were given to people in exchange for donations.