Indian Red Cross Society ran a print advertising campaign in 2009 drawing inspiration from the lives of American civil rights campaigner Martin Luther King Jr, Missionaries of Charity nun Mother Teresa and Swiss social activist Henry Dunant. Three crosses each symbolising the paths crossed by activists, inviting readers to join the movement. “Only when our paths cross, can we contribute to humanity. And make the world a much better place to live in. Today, the Bombay City Red Cross needs you to cross its path. Because we wish to reach out to more than three million needy people in the year 2009. And we can’t do it without you. IF YOU WANT TO CROSS OUR PATH, JUST SMS ‘PATHS’ TO 53636. To know more, visit www.let-our-paths-cross.com”.
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The When Paths Cross campaign was developed at McCann Erickson, Mumbai, by creative directors Niranjan Kaushik, Akshay Kapnadak, art director Amol Kulkarni, copywriter Prajato Guha Thakurta, brand leader Harshad Sreedharan, and business director Shashank Lanjekar.