The Red Cross' CANpaign Uses Beer Cans to Get at Its Target Audience

By: Laura McQuarrie - Mar 2, 2015
References: redcross.org & creativecriminals
Aiming to get the word out about centers where undocumented migrants can get anonymous medical aid, the Red Cross' created the CANpaign. Knowing that individuals without social security avoid confronting authority and traditional media outlets for fear of being deported, the CANpaign goes about spreading its message in an entirely different way.

Since many undocumented migrants make small livings by collecting recycled bottles, the CANpaign simply involves applying a label to a recyclable can with information about the clinics. More effective than posters, flyers, commercials or giant billboard ads, this inventive way to advertise in any language ensures that the message is put in a place that is most likely to be seen by the right audience.