Who is really there? That is a question posed by many and answered by few when it comes to helping the vulnerable and afflicted internationally, nationally, in your community or even in your own home. Canadian Red Cross has been engaging in humanitarian aid for 100 years and was looking to spread awareness that they are a ‘continuum of help and hope’ across the world, Canada and the Lower Mainland.

An unqualified success, the Canadian Red Cross received over $750, 000 in pro bono public affairs support during its centennial year in 2009. More than just increase awareness, the “We Answer” campaign helped Red Cross volunteers and staff see themselves differently and encouraged them to undertake more ambitious humanitarian goals.