Context: Yemen is facing the largest humanitarian crisis in the world. With over 22 million people in need of humanitarian assistance, the country is on the brink of famine. The Red Cross Flanders requested an ‘end-of-year’ fundraising campaign to collect donations for the Yemen crisis.
Our work: Due to a shortage of time and limited advertising resources, the campaign was only broadcast on online media. ALL YOURS created and developed an emotional and impactful ‘New Year’s letter’ concept for the end-of-year campaign. We combined the Flemish habit of ‘reading a New Year’s letter’ with shocking images of the situation in Yemen. In second phase, an informative animation was produced to clarify the humanitarian context and the solutions put forward by Red Cross Flanders.