A campaign for the La croix Rouge Française, 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.
Client
Mlle Pitch Awards
Role
Art Director, Graphic Designer
Services
Campaign communication
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.
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.
EN_US 
FR