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In Mexico, the Red Cross was concerned that the global economic crisis was affecting people's ability to give. What it needed was a way for people to donate, while getting something in return.
JWT Mexico's solution was a bold re-imagining of the traditional collection box: coin-operated children's rides featuring Red Cross vehicles.
When the rides appeared - in parks and outside stores - the public (and their children) took to them instantly.
Launched with the motto 'Your help can keep us going' the rides were featured in a variety of media including TV, cinema, press and billboards.
Such was the success of the rides that people and their kids formed lines to have a go, while donations to the Red Cross increased by 23% compared to the previous year.
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