The Red Cross Society of the public of China
More than 1 in 4 deaths of children under 5 years of age are attributable to unhealthy environments.
We flipped the script on a trendy video format, using a provocative twist to inspire action. Turning a video genre on its head.
We created a series of videos about kids living in harsh environments. We captured authentic confusion and emotional reactions from the real kids we cast. Showing their tears and their expressions for help.
Without a paid media budget, we turned to creative media methods — using search optimization to plant our series among real unboxing videos on YouTube and Facebook or microblog to intercept viewers when they least expected.