Our World, Your Move
I’m not a big fan of global charities, like Unicef or the Red Cross, as I always have the feeling they invest too much money in advertising (money that could rather be spent on factual charity actions). I therefore have contrasting feelings also on the Our World, Your Move website which hit my mailbox today.
It’s the first global online campaign by The Red Cross Red Crescent Movement which asks everyone to make the world a better place, starting with a small gesture. The integrated action kicked off about two months ago with the release of a beautiful one minute cartoon film.
Even if I surely appreciate the use of online media to drive awareness around the issues the Red Cross fights daily, I miss a real, deep interactivity in the project. Maybe I’m a bit disenchanted, but I don’t think that moving around squares of virtual globe can really help awareness and most of all participation in terms of donations or simple word of mouth.
So, generally speaking, I like the concept and the idea of eventually extending the campaign to the digital world, but in the end I feel (and fear) it doesn’t really take full advantage of the power of the Web. What do you think?
The initiative is really good and if really well conceptualized and executed on digital then it would have created great momentum and leveraged the campaign.
Hi, i totally agree with this sentence : “I always have the feeling they invest too much money in advertising (money that could rather be spent on factual charity actions).”
And thanks for the news!
I think the cartoon film is beautifully made but the ‘small gestures’ concept is not really made clear. What has the football that goes from a TV to an African village to do with the ‘small gesture’?
A lot of advertising is too complex for me. This doesn’t get the message across for me.