Capital-Image Wins a Gold Sabre Award for Its Multi-Agency Campaign for the Canadian Red


· Awards

Capital-Image wins a Gold Sabre Award for its multi-agency campaign for the Canadian Red Cross.

With the growing number of natural disasters and the ongoing pandemic, the need for the Canadian Red Cross (CRC) to have a flexible workforce was greater than ever.

Seeing the importance of making Quebecers aware of their ability to have a positive impact in their community, we came up with the idea of a campaign with a creative concept around the "need to act."

Through archival footage and photographs featuring real CRC volunteers, staff and beneficiaries in action, the You Are That Person campaign challenged Quebecers to visualize themselves helping people in need with the CRC and to imagine how they could make a difference.

Our media relations campaign garnered over 6.1 million media impressions in Quebec and contributed to a 126% increase in job applications. Our message and creative not only achieved the goal of increasing people's understanding of the work of the Canadian Red Cross, but also encouraged them to consider volunteering or working for the organization.

As a result, You Are That Person won the GOLD award in the Integrated Marketing category at the 2022 North American SABRE Awards, a competition that recognizes outstanding achievement in branding, reputation and engagement.