Client: Australian Red Cross
Brief: Create a "virtual donation" mechanism to rival Oxfam's
Solution: Red Cross Warm Fuzzy
Brief: Create a "virtual donation" mechanism to rival Oxfam's
Solution: Red Cross Warm Fuzzy
Australian Red Cross wanted to create a new online donation stream to rival the online offerings of other charities (like the Oxfam Unwrapped “give someone a goat” donation gifts). But, because they deal in humanitarian services, Red Cross didn’t have tangible items to base the virtual gifts on. We invented the Red Cross Warm Fuzzy, an intangible “good vibe” gift you can send to a friend, that also helps care for people in need.
How does it work? Online you choose a Warm Fuzzy gift to suit your budget. You then choose a Warm Fuzzy gift card from the existing range, or create your own using our virtual fuzzy felts tool kit. The money you pay for the gift goes straight to Red Cross as a donation, and your friend receives your Warm Fuzzy gift card. Other campaign elements included print ads, Direct Mail and an interactive fuzzy felt PR pack.
