One year after devastating fires in the Regional Municipality of Wood Buffalo forced tens of thousands of families to flee their homes, Toronto-based Agnostic, Environics Communications’ digital and creative arm, worked with the Canadian Red Cross to launch an online campaign that thanked young Canadians for their tremendous support.
“We’re Still Here” was developed to remind Canadians that on the ground efforts to recover from the fires will continue in the months and years ahead. Anchored in video and social content, the campaign brought relief efforts in the Fort McMurray area to life and showcased dollars at work in the form of housing assistance, financial aid and volunteer hours. The video was followed by a series of 360° images that showcased the devastation, but also the progress of the recovery efforts underway in the region.
“Daily information overload has us all constantly distracted from the things and events that we deem most important in our lives, and competition for screen-time attention and thumb-stopping power is no different,“ says Steve Acken, Senior Vice President of Agnostic. “This poses a real issue for disaster relief organizations, like the Canadian Red Cross, where awareness and support from the media and public is critical.”
The campaign resulted in more than three million impressions, reaching more than two million young Canadians, driving thousands of social interactions and hundreds of newsletter sign ups from young Canadians wanting to learn more and follow the community rebuilding efforts in Fort McMurray.
“The Alberta fires may no longer be a trending topic, but this disaster’s lasting and far-reaching impact is still a reality for those living in the Fort McMurray area,” says Sara Falconer, Director, Digital Communications, Canadian Red Cross. “We saw an opportunity to strengthen our emotional connection with Canada’s youth, thank them for their tremendous support, and remind them that their donations and contributions continue to have a lasting impact. Agnostic was able to bring this sentiment to life for us.”
To learn more about the Canadian Red Cross, visit RedCross.ca.