Once the idea of selling Hope was born, we searched for the perfect spot in a popular shopping center. Architects, engineers, creatives and the client, together built it in record time. We promoted the the sale of Hope just like we would with a regular Store. But with the emphasis on the fact people could buy Hope. At the end, the goal was to have people feel the experience of shopping. Because even though they left the store with their hands empty-- they would leave with their hearts full.

Hope became the perfect gift alternative this Christmas. The promotional efforts led to hundreds lining up to buy Hope on opening night and the Store reached the Mall’s top ten in sales in the first day. Due to the success there are solid plans to open new stores in Portugal, Spain and wherever there’s a Red Cross. And finally, to promote the sale of Hope was to promote the Red Cross, which has now risen remarkably in terms of awareness. After all, selling Hope has definitely changed the way people see the act of giving.