The article entitled " A Christmas to remember or one to forget?” looks at how in a recession,  when it’s  even more important to demonstrate the positive impact and effective use of money, the British Red Cross engaged Being Communications  to find an innovative way to inform how they had effectively spent money donated to them during the Christmas 2004 Asian tsunami and raise awareness of what recovering from disasters really means.

The article explains the strategy and reasoning behind  devising a range of digital assets to support the campaign including: building and hosting a campaign microsite, producing viral video ads, designing and building a flash based interactive game, support with online PR, print, and an expansive social media campaign including Facebook and Twitter. Peter Ellis , MD of Being, concludes with a comparison between the campaign and other commercial projects which require the same strategic theory to be employed: “Standard marketing theory is that the greater the integration of any campaign, the higher the ROI.”

A copy of the full article is attached.

Being DPS New.pdf (219.55 kb)