How can we spread the message about a Red Cross health clinic among illegal immigrants who can’t speak Danish or English, and do not read posters or ads?
Invent an alternative direct media. We decided to use cans to communicate. In exchange for cash, cans and plastic bottles can be returned for recycling, so we used the 'media space' just above the return deposit logo (where we know immigrants are looking to see how much they can receive for returning an item) to provide information and a number for the Red Cross SMS service. We did this in the most widely-used languages: Romanian, Polish, Arabic, and for safety's sake, English! This gave the Red Cross an extremely cheap and effective new media focused directly on their users and needs — we called it the CANpaign.