The International Red Cross and Red Crescent Movement is made up of 186 National Societies — including the Australian Red Cross — and has more than 100 million volunteers worldwide.
All volunteers, members and staff are guided by the Fundamental Principles of humanity, impartiality, neutrality, independence, voluntary service, unity and universality – which guide all of the Movements’ activities.
These principles, while powerful and persuasive words, are somewhat overused when talking about humanitarian efforts. Australian Red Cross needed a strong creative platform in order to energise internal staff and volunteers, while deepening understanding of the real meaning behind The Power of Humanity.
By bringing these static concepts to life through connecting each principle to real-life actions, programs and case studies from the field, we were able to create a compelling platform from which inspiring stories could be told – while also creating covetable items for staff and volunteers to wear and use with pride.