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.
Assistive Beer Cans
The Red Cross' CANpaign Uses Beer Cans to Get at Its Target Audience
Trend Themes
1. Undocumented Migrant Outreach - Opportunity for businesses and organizations to find innovative ways to reach and provide services to undocumented migrants
2. Alternative Advertising Methods - Businesses can explore unconventional advertising techniques to effectively reach target audiences
3. Recyclable Can Marketing - Businesses can utilize recyclable cans as a platform for spreading important messages or information
Industry Implications
1. Nonprofit Organizations - Nonprofits can adopt the CANpaign approach to effectively reach marginalized communities
2. Advertising and Marketing - The advertising and marketing industry can explore creative methods like the CANpaign to capture the attention of specific demographics
3. Healthcare - Healthcare providers and clinics can use recyclable cans as a medium to inform vulnerable populations about their services