The Brief

The Philippines is one of the most disaster-prone countries in the world. In 2010, it ranked 3rd after China and India. In 2009 and 2011, it ranked first. In 2011 alone, at least 1.5 million people were displaced, and agricultural & infrastructure damages reached P26 Billion (approx. USD 526 Million). The Philippine Red Cross (PRC) was ill-equipped to respond to the magnitude of disasters that beset the country. It needed to: a) build up a stronger network of volunteers to serve in times of disasters and calamities and b) raise funds to equip them with disaster management and life-saving tools.

Describe how the promotion developed from concept to implementation

CONCEPT – To encourage the youth to help the Red Cross, we made the first step easy – all they had to do was run. Thus the campaign slogan “Run to Save Lives”. Apart from raising much-needed funds, this would also provide a nationwide database of potential volunteers that the Red Cross can run to should the need arise. IMPLEMENTATION – Bloggers and celebrities invited people to join through social media. Youth-oriented brands and brands involved in nation-building provided sponsorships. Media were experienced PRC’s training modules and life-saving equipment and tools to appreciate the run;s significance.

Describe the success of the promotion with both client and consumer including some quantifiable results

This simple but nationwide activation generated a total of P53.85 million net cash for additional equipment and training. It also drew a total of 1.2 million runners in 164 run venues all over the country. That’s 1.2 million potential Red Cross volunteers. The Philippines’ top media outfits also participated, contributing a total of P43 million in free airtime and ad space for the event and its sponsors. Now the Philippine Red Cross knows all the people and companies it can run to and count on should the next disaster arrive.

Explain why the method of promotion was most relevant to the product or service

In the Philippines, students and young working people are very selective in activities they participate in because of their busy lifestyle. Multi-tasking isn’t just a practice - it’s a way of life. The idea of running to save lives allowed the target audience to do the following all at the same time: a. Exercise b. Enjoy a group/family activity c. Help the Red Cross financially d. Become part of a nationwide pool of volunteers e. Help the country For the Philippine Red Cross, the event ensured the potential volunteers would be not only willing but also physically fit.