American Red Cross

I served as the junior art director under Miriam Langsam on a campaign that started as just raising awareness and would go on to be much larger.

Sometimes, people are hesitant to donate to nonprofits because they're not particularly sure how their funds will be used. So we created #givewhatfiretakes and showed potential donors exactly what their money would buy: items commonly lost in house fires.

The brief was to create a small integrated social effort to generate awareness and drive donations around home fires. Instead, we created a campaign that blossomed into a cornerstone disaster relief program, internal rallying cry, external identity, and unifying message across 600 local chapters. It quickly crept offline and set records for donations, shares, and reach. 

Give What Fire Takes

AmericanRedCross.org