We develop a concept that was the core of the campaign. A campaign whose principal piece was a video intended to pay tribute to the Red Cross volunteers all over the world and to recruit new ones.

In the video we see real images of natural disasters, social injustices, poverty, hunger and war while different overprints state different questions like: "Why?", "Why did this happen?", "Why the injustice?", "Why the violence?" and "Why me?".

Cut to title: "In a world that is hard to understand, we need people that are hard to understand."

We see real images of volunteers working all over the world to help and save other people lives while different overprints state different questions like: "Why do they help?", "Why do they leave everything for a stranger?", "Why do they travel to caos?" and "Why don't they stay at home?".

We launch the video on December the 5th, the International Volunteer Day. The campaign started on different internal events as a tribute to the volunteers. It was handed to all the volunteers to spread it organically before being uploaded to the Red Cross social networks and aired on television as a volunteer recruitment campaign.

The Red Cross gained awareness on social media and television. It established itself as the top of mind Argentinean organization responsible for peoples well-being.