the Lebanese Red Cross's diaspora campaign was launched on the 8th of May, 2021. The objective of the campaign was to target the Lebanese Diaspora and convert them to become regular / monthly donors.
Given the economical situation in Lebanon, the LRC’s challenge for this year’s fundraising campaign was to recruit donors in a country where people don’t have access to their USD credit cards anymore.
To tackle the economical instability, our approach was plain simple, we wanted to drive the Lebanese Diaspora to feel the heat and donate.
Our messaging was based on concrete daily life examples. The LRC takes care of your family while you’re abroad. Anyone living abroad and has family in Lebanon relies on the LRC in case of emergency or in case he needs blood. We wanted to make use of this fact.
Our strategy was based entirely on emotions. Emotions drive people to take action, to take action now. This is exactly what we wanted.
The campaign was supported by three major celebrities living abroad who were featured in the LRCs campaign TVC. The celebrities, along with entrepreneurs and regular people from the community, shared their life experiences with the LRC in a very emotional setting telling their own personal strories of how the Lebanese Red Cross helped or saved their loved ones when they were abroad or away. We also focused on the blind trust given to the LRC in times of emergencies or crisis as they are the most trusted and most reputable national organization in the country.
To create an emotional connection between the LRC and their followers, we based our content entirely on true stories told by the community. This was also portrayed in the visuals which features an emotional discussion between a mother and her son.
The campaign resulted in around 200,000$ of donations, more than 12,000 users visited the online donation platform, more than 4 millions impressions on FB and 2.5 million on Twitter. The TVC had around 139,000 views on YT and 1.4 Million Views on FB.
