{"id":8346,"date":"2022-04-27T20:31:48","date_gmt":"2022-04-27T20:31:48","guid":{"rendered":"https:\/\/laurinerobinn.xyz\/?post_type=portfolios&p=8346"},"modified":"2026-04-29T16:19:49","modified_gmt":"2026-04-29T16:19:49","slug":"la-croix-rouge-francaise","status":"publish","type":"portfolios","link":"https:\/\/laurinerobinn.xyz\/fr\/la-croix-rouge-francaise\/","title":{"rendered":"La Croix Rouge Fran\u00e7aise"},"content":{"rendered":"\t\t
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La croix rouge<\/a><\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t
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A campaign for the La croix Rouge Fran\u00e7aise, created for the Mlle Pitch Awards. Keywords: youth, experiences, choices, Red Cross, communication. The goal is to raise awareness among young people about making the right choice. Every day, we face choices. Some non-essential things can wait. This new edition aims to put itself in the shoes of 15-30 year olds and help them understand all the opportunities the Red Cross has to offer.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Mlle Pitch Awards<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Art Director, Graphic Designer<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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\/ Project Overview<\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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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 (\u201cAre you free tonight?\u201d), a Netflix alert (\u201cArchive 81 is now available\u201d), and a text message from a friend (\u201cHey, you going out tonight?\u201d). Each of these is paired with a French Red Cross notification: \u201cYour volunteer slot from 8 PM to 9 PM has been booked. Thank you for your presence.\u201d The baseline reads: \u201cThere are some things you don\u2019t want to miss.\u201d This plays on the double meaning of \u201cthings\u201d (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.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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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 \u201cswipe\u201d entertainment and volunteering feel compelling, not guilt-inducing. Ensuring the baseline works in French (\u201cIl y a des [\u2026] qui ne se ratent pas\u201d) and can be visually adapted with different words filling the blank.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\/ Objectives<\/h4>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Create a campaign that resonates with young people\u2019s 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 Fran\u00e7aise among the 15-30 demographic. Drive sign-ups for volunteer slots through a simple, immediate call-to-action.<\/p><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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Creative
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Started with research on young people\u2019s smartphone usage: most frequent apps (Tinder, Netflix, Instagram, messaging). Identified the core insight: young people receive dozens of \u201coptional\u201d 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 Fran\u00e7aise notification confirming a concrete, scheduled act of help. Wrote the baseline \u201cIl y a des [\u2026] qui ne se ratent pas\u201d with blanks to allow multiple variations (e.g., \u201crendez-vous\u201d, \u201coccasions\u201d, \u201cchoix\u201d). 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: \u201cBook your slot now\u201d 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.<\/p><\/div><\/div><\/div><\/div><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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