La croix rouge

Une campagne pour La croix Rouge Française, créée pour les Mlle Pitch Awards. Mots-clés : jeunesse, expériences, choix, Croix-Rouge, communication. L'objectif est de sensibiliser les jeunes à faire le bon choix. Chaque jour, nous sommes confrontés à des choix. Certaines choses non essentielles peuvent attendre. Cette nouvelle édition vise à se mettre à la place des 15 à 30 ans et à les aider à comprendre toutes les opportunités que la Croix-Rouge a à offrir.

Client

Mlle Pitch Awards

Rôle

Directrice artistique, Graphiste et Conceptrice

Services

Campagne 360 Communication

Défis & Objectifs

/ Aperçu du projet

The campaign uses a smartphone notification format to reach young people where they spend much of their time. Three example notifications are shown: a Tinder match (“Are you free tonight?”), a Netflix alert (“Archive 81 is now available”), and a text message from a friend (“Hey, you going out tonight?”). Each of these is paired with a French Red Cross notification: “Your volunteer slot from 8 PM to 9 PM has been booked. Thank you for your presence.” The baseline reads: “There are some things you don’t want to miss.” This plays on the double meaning of “things” (leisure activities vs. meaningful commitments). The message is that while entertainment can wait, the opportunity to help others through the Red Cross is a choice that matters.

/ Défis

Reaching a young audience (15-30) without sounding preachy or judgmental. Using notification-style visuals that feel authentic, not mocked or exaggerated. Balancing the fun, casual tone of Tinder, Netflix, and text messages with the serious, altruistic mission of the La croix Rouge. Making the contrast between “swipe” entertainment and volunteering feel compelling, not guilt-inducing. Ensuring the baseline works in French (“Il y a des […] qui ne se ratent pas”) and can be visually adapted with different words filling the blank.

/ Objectifs

Create a campaign that resonates with young people’s daily digital habits. Use familiar app notifications as a visual hook. Demonstrate that the Red Cross offers accessible, time-specific volunteer opportunities (e.g., one-hour slots). Encourage young people to choose volunteering over passive entertainment. Increase awareness of the La Croix Rouge Française among the 15-30 demographic. Drive sign-ups for volunteer slots through a simple, immediate call-to-action.

Processus
Créatif

Started with research on young people’s smartphone usage: most frequent apps (Tinder, Netflix, Instagram, messaging). Identified the core insight: young people receive dozens of “optional” notifications daily, but a volunteer commitment feels rare and valuable. Developed the notification pairing concept: a tempting but forgettable notification (dating, streaming, social plans) next to a La Croix Rouge Française notification confirming a concrete, scheduled act of help. Wrote the baseline “Il y a des […] qui ne se ratent pas” with blanks to allow multiple variations (e.g., “rendez-vous”, “occasions”, “choix”). Designed visual mockups: smartphone screens showing real app interfaces, with the Red Cross notification appearing as a push alert. Chose a clean, bold color palette: Red Cross red, white, and black for contrast. Selected a modern sans-serif typography for clarity. Created three campaign visuals (Tinder, Netflix, SMS) to show the range of everyday distractions. Added a clear call-to-action: “Book your slot now” linking to a volunteer sign-up page. Tested the concept with a focus group of 18-25 year olds to ensure the tone felt relatable, not shaming. Delivered a campaign where every notification becomes a reminder that some choices like helping others are too important to swipe away.

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