ICRC and Saatchi & Saatchi Switzerland Launch 'Our World. Your Move.'

In 2009, the International Red Cross Red Crescent Movement is commemorating the 150 year anniversary of the battle of Solferino, when the concept of the Red Cross Red Crescent was born.  This year also marks the 90th anniversary of the founding of the International Federation of Red Cross and Red Crescent Societies (IFRC) and the 60th anniversary of the Geneva Conventions.

The ‘Our world. Your move.’ campaign, designed by Saatchi & Saatchi Switzerland, launched on the occasion of these anniversaries.  This is a global call to action centred around a unique web portal, www.ourworld-yourmove.org, which will evolve based on user-generated content.

The creative concept shows the earth as a giant puzzle, and urges people to move pieces of the earth to their proper place, thus making a move to improve humanity.

The site and its accompanying blogs are one of the few truly multi-lingual online platforms, available today in eight languages: Arabic, Chinese, English, French, Korean, Portuguese, Russian and Spanish.  All aspects of the online campaign are aimed at engaging users in a dialogue with the Red Cross Red Crescent.

In addition to this main web portal, the agency developed a set of traffic drivers such as a 60'' viral film now on YouTube, posters, print ads, web banners, electronic boards, which work together with other social networking tools such as Myspace, Twitter and Facebook.

With the bold objective of re-shaping the general public’s relationship with humanitarian organizations, the campaign aims to engage new audiences in the work of the Red Cross Red Crescent by putting individuals at the heart of the message and to make people feel that each and everyone can make a positive difference in the world around them.

As part of this global commitment to reach new audiences, Saatchi & Saatchi and the IFRC have embarked on a global partnership to create local marketing strategies for Red Cross Red Crescent Societies through the ‘Our world. Your move.’ campaign.

Click here to view the viral film: http://www.youtube.com/yourmove09

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