| Title | RED CROSS SOS TO SMS |
| Brand | RED CROSS PHILIPPINES |
| Product / Service | TYPHOON SENDONG APPEAL |
| Category | C02. Viral & Email Marketing, e-cards etc. |
| Entrant | LOWE PHILIPPINES Makati City, THE PHILIPPINES |
| Entrant Company: | LOWE PHILIPPINES Makati City, THE PHILIPPINES |
| Advertising/Web Design Agency: | LOWE PHILIPPINES Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Leigh Reyes | Lowe/Philippines | Cco |
| Rene Dominguez | Lowe/Philippines | Creative Director |
| Leigh Reyes/Rene Dominguez/Tina Araneta | Lowe Philippines | Copywriters |
| Rene Dominguez | Lowe Philippines | Art Director |
On December 18, 2011, Typhoon Sendong (Washi) hit Southern Philippines. The provinces of Cagayan de Oro and Iligan rarely experience typhoons and weren't prepared for the damage. Shortly after the typhoon struck, we uploaded a visual of a Philippine map on Facebook, with the southern part submerged in floodwater, with a message on how people can donate to the Philippine Red Cross via SMS. Within minutes, it was shared on people's facebook walls, blogged, and reposted on social networking sites. It reached 3 million Filipinos and contributed to 45% of the cash donations amounting to USD 1,512,654.40