The Spanish Red Cross has launched its first brand campaign under the premise that we all recognize its presence in major emergencies -earthquakes, wars, fires…-, but few know that it is also present in the small catastrophes that happen every day in any neighborhood or family.
Under the title “Everyday Catastrophes”, the campaign created by the Manifesto agency is committed to a concept that transforms the traditional perception of the organization and focuses on those invisible realities that also require an urgent response: unwanted loneliness, lack of resources, unemployment or childhood illness.
“We are used to seeing the Red Cross in major international disasters, but we do not realize that it also acts in the smallest and most personal ones, those that could happen to you or your neighbor.”explains Chiqui Palomares, Executive Creative Director at Manifesto. The campaign starts precisely from this contrast to emotionally equate two types of catastrophes: the media ones and the intimate ones, thus seeking to make visible the silent work of the Red Cross on a daily basis.
The campaign is deployed on television, press, outdoor, radio, digital platforms and social networks with four main spots that adapt the language of natural disasters to tell personal stories of extreme vulnerability. In them, the sound setting plays a fundamental role to dramatize the emotional impact of each situation.
“The Red Cross is usually associated with major emergencies, but every day we are also involved in things as important as the lack of decent employment or the loneliness of many elderly people. For someone without resources to live, their situation is as catastrophic as for someone whose house has been devastated by a hurricane.”says María Trénor, Director of Communication of the Spanish Red Cross.
The campaign puts on the table the magnitude of the work of the Red Cross in figures: in 2024, the organization accompanied 49,135 people in a situation of loneliness, helped 450,948 people to alleviate the lack of resources, and assisted 274,539 people in active search for employment. In addition, it contributed to improving the hospital stay of 45,892 boys and girls.
Beyond the audiovisual pieces, “Everyday Catastrophes” will have street marketing and branded content actions that will be activated in different phases. The project seeks to mobilize citizens not only to learn about the work of the Red Cross, but also to join as a volunteer, donor or speaker.
