The German Red Cross is Germany’s largest humanitarian aid organization with more than three million members. So large that people ask themselves what it stands for or what it does. The consequence is: the Red Cross is losing members and supporters. To reverse this trend, we broke one of the iron rules:
DON’T TOUCH THE LOGO
The German Red Cross quite simply became, for example the German Red Dog – for the mountain rescue teams.
The result is a striking campaign that grabbed the viewer’s attention with a simple change of the Red Cross logo and re-established the huge diversity of their activities in the public mind, showing why it is so essential to support the organization.