Social — Rebecca Parvaneh

SOCIAL STRATEGY

The social media campaign communicates the campaign's message through real stories. The carousel format follows a single person’s story across three slides, where the first slide introduces them, the second explains their moment of crisis, and the third reveals how their story continued because someone was prepared to act.

The use of the colour red throughout the carousel ties the campaign's visual identity to the social execution, while the copy, "His story would have ended too soon if it weren't for the Red Cross" ties the personal narrative to the campaign's core message that someone’s “next chapter” could only exist after a moment of crisis as a result of one person being prepared to intervene.