Red Cross Argentina (Cruz Roja) ran a direct marketing campaign using ripped cards, raising awareness of the needs of people affected by the August 15, 2007 earthquake in Peru. Cards ripped into six pieces were placed in plastic envelopes with the message, “After an earthquake, the first thing that needs to be rebuilt is the lives of the people who suffered it. Peru needs your help.” 519 people died in the 8.0 level earthquake.
The Earthquake cards were developed at Leo Burnett Argentina, Buenos Aires,. Creative director was Fernando Bellotti.