We wanted a different and original way of reaching people. To make them think, before asking them for money. The idea was to show the world through the eyes of the Red Cross. We created postcards of places that were once warm and lovely but were now suffering in the wake of disasters.We delivered the postcards to restaurants and souvenir shops as if they were real postcards, as a teaser for the full campaign.

As we want to make a strong impact on people, the team included in their media plan something different with a great idea: postcards placed in the postcard takeouts in tourist stores, souvenir stores, typical restaurants, travel agencies. Places with certain Mexican destinations. Another important decision we made was to air this media prior to the integral campaign to generate awareness and donations as soon as possible.

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