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'Good' Campaign of the Week: Red Cross Denmark

Good Campaign of the Week is a regular feature that, like our prestigious D&AD White Pencil, celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good. 

Red Cross Denmark Migrant Campaign

Red Cross Campaign

Red Cross Denmark recently opened two medical facilities offering aid to undocumented migrants, who often avoid visiting hospitals for fear of deportation.

These migrants do not know the local language, don’t follow any kind of mainstream media (TV, radio, web, newspapers, social) and they will look to avoid any kind of authority figure. So the creative challenge for Konstellation was how to reach an especially rare subsection of society: those that are completely disengaged and are actively doing their best to remain invisible.

In Denmark, a common means of work for such migrants is the collection of litter for recycling. As such, they will always check the packaging of products to ensure it’s recyclable, making it an unlikely, but viable medium for communication.

Red Cross Denmark Migrant Campaign

So to reach the audience, the Danish Red Cross placed its messaging through stickers placed over the cans, next to the universal recycling logo. Each message contained a number of different translations in the most common migrant languages, such as British, Romanian, Polish and Arabic, explaining the safety and location of the Red Cross medical facilities.

Moving forward, it represents a cost-effective and efficient way of the Danish Red Cross communicating with a vulnerable and at-risk audience.

Red Cross Denmark Migrant Campaign

D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.

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