Red Cross in Canada responded to public apathy towards the recent flooding in Pakistan with a full page advertisement in the National Post, along with a takeover of the National Post web site. Words fall to the bottom of the page and screen, with the message remaining: “Don’t let hope get washed away. We are on the ground, providing aid to flood victims in Pakistan. And we need your support.”
The Washed Away campaign was developed at Cossette Montreal by creative head Michel De Lauw, creative director/art director Jonathan Rouxel, art director Sacha Ouimet, copywriter Amy Maloney, illustrator Mario Berthiaume, copywriter Anne-Laure Naumowicz, and Flash developer Michael Aspiros.