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Rode Kruis

maandag 27 maart 2017

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Objective

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Some 60 million people are fleeing from violence or conflicts in their own countries, in search of safety for themselves and their families. And all too often there is a lack of shelter, food, clean drinking water and medication.

The Red Cross provides assistance to refugees all over the world, but the organisation is increasingly being forced to make choices, simply because there is not enough money. Consequently, it regularly faces terrible dilemmas: to help less people, help them for shorter periods, or reduce the amount of practical assistance deemed necessary per person. By distributing half food packages, for example, so that more people can be helped, but with the regrettable consequence that the package won’t last them as long.

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Strategy

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The Red Cross wanted to use this campaign to ensure that these kinds of choices will not have to be made in future and to be able to help everybody who is in need.

The Objective of the campaign was a financial one. More funds had to be raised to help these refugees.

Approach

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NRC readers were reached with NRC Weekend of Saturday, 10 October, which contained an envelope from the Red Cross containing a letter. The letter explained the nature of the emergency and how readers could respond by making a donation. The results of this mailing were very positive. The response was in line with expectations, but the amount donated by NRC readers was many times higher than expected.

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