Croce Verde Soncino ODV
The project
Croce Verde Soncino is a volunteer association providing public first aid. Like every organisation of its kind, it has a problem money does not solve: it needs volunteers, and volunteers have to be convinced. We decided to work for them free of charge. They asked us for recruitment campaign material, graphics for the training courses and flyers for the open day.
The reel opens with a question rather than an appeal: what if there were no volunteers left? Then it shows the empty ambulance and closes on a line that flips the meaning: an ambulance without volunteers is just an empty vehicle, fill it with your commitment. It works because it does not ask, it shows what is missing. In print we kept the same line: the association's green, real photographs from the courses instead of stock images, and information cut to the essentials with a QR code to sign up. The open day uses a warmer tone, because there the goal is to be known, not to recruit.
What we made
It opens with a question rather than an appeal: what if there were no volunteers left? Then it shows the empty ambulance and closes by flipping the meaning: an ambulance without volunteers is just an empty vehicle. It does not ask, it shows what is missing.
Go to Instagram70x100 format for billposting. A real photograph from a training session instead of a stock image, a single date and a QR code to sign up. A passer by has to understand everything without stopping to read.
The counter and letterbox version of the open day, and the graphics for the individual courses, such as airway management. The same visual line, the association's green and real photographs.
The programme of the open day, from the tour of the base to the aperitif. Light icons: this is a party, not a recruitment drive.
The process
A vertical reel for Instagram, built around a question instead of an appeal.
A 70x100 poster and an A5 flyer for the free course.
A poster for the open house at the headquarters.