React For Real campaign by International Committee of the Red Cross (ICRC)

React For Real by International Committee of the Red Cross – Real reactions can make a real difference

The International Committee of the Red Cross (ICRC) has served the people of Afghanistan for 30 years. And it’s not stopping now. The NGO remains operational across the country but urgently needs people to donate and support its cause.

55% of people who engage with non-profits on social media take action. 59% of them donate money. And in the face of this humanitarian crisis, these are the people who could be encouraged and convinced to donate.

To generate much-needed support for the organization, we created a data-led film, ‘React For Real’. Inspired by the timeless expression, ‘If I had a dollar for every time…’, the film demonstrates the potential monetary value of people’s reactions on social media.
To do this, Agency conducted an intensive data analysis of social media reactions and research on real-time needs in Afghanistan for ICRC.

“Millions of people turned to social media to show their solidarity and support to the Afghan people. We wanted to show how powerful that collective concern could be on the lives of Afghans if we had a dollar for every social media post. We hope this film encourages people to support our work in Afghanistan as winter sets in and families are struggling to have the basics they need to survive,” stated Ewan Watson, head of campaigns, media relations, and content at the ICRC.

Faysal Abdul Malak, managing director of Wunderman Thompson UAE, added, “The urgency of the cause meant that the film had to be created in record time and with a bare minimum budget. However, despite the low production costs, the team used powerful imagery and statements to make a lasting impression on the viewer. We’ve proved that emotional appeal does not always have to rely on a high spend – you need a good idea, a passionate team, and a brilliant client, all of which we have in droves.”

Credits
Campaign: React For Real
Advertising Agency: Wunderman Thompson, Dubai, United Arab Emirates
Tags: Non Profit Organisation, Violence, Best nonprofit campaigns 2021, NGO, Social Media Campaign