Working with a very small budget, The Canadian Red Cross wanted to mark the six-month anniversary of the Alberta wildfires. So we created a digital awareness campaign to help the organization engage and educate millennials about disaster preparedness.
One of the key steps in disaster preparedness is assembling an emergency kit of essential items. So we took the Canadian Red Cross where millennials go when they need stuff – to the BUNZ Trading Zone.
BUNZ is a beloved and fast-growing trading platform with two rules: no money and no jerks allowed. BUNZ has created an online community of predominantly millennial users ready to help each other, which aligns perfectly with the Canadian Red Cross’ value of ‘Canadians helping Canadians.’
On BUNZ, the Canadian Red Cross offered to trade things millennials don’t need, for things they do: first aid kits, flashlights, blankets, candles, and other emergency items. The organization also warned people who were about to trade something that could help them in an emergency, convincing them to hold onto it instead.
The Canadian Red Cross was the first brand to work with BUNZ and it supported the guerilla campaign via Facebook, Instagram and Twitter, as well as on BUNZ.com and its mobile app. All the content was shot in-house, including photos, videos and even a scavenger hunt (very ‘BUNZ’).
The small campaign garnered big impressions – 6M to be exact, plus more than 8.5K social engagements, amongst millennials.