The South African Red Cross Society

The South African Red Cross Society is part of the world’s Largest Humanitarian Movement and supports people affected by natural disaster and conflict. This project was commissioned by the Nelson Mandela Bay chapter of the South African Red Cross who largely operates off donations from the public and the private sector.

This campaign was designed to serve as a call to action for support to potential sponsors and corporate funders. The core concept behind this campaign was to humanise and localise a local chapter of what is perceived to be a large and well-funded international organization. The content focused on the motivations of staff members of the Nelson Mandela Bay chapter who have chosen humanitarian relief as a career path, and how all of their motivations stem from a deep love and compassion for their fellow human beings.

Ampersand studio was responsible for the full conceptualization of the campaign, including the art direction, brand positioning, tone of voice, photography and videography. Ampersand was also responsible for all graphic design work, resulting in a full media package of marketing materials that could be sent to a prospective corporate sponsor. All materials produced fall within the global corporate identity guidelines set out by the International Red Cross Society.