Life Race Integtated Marketing Campaign

The Red Cross has launched a joint internet video campaign inviting local businesses in a Life-Saving Race to raise funds for the Tijuana chapter over the next three months. The campaign will showcase impactful videos highlighting the organization's life-saving services. Participating companies will offer promotions where a percentage of sales from select products will be donated. Video on social media, business lobbies, local influencers, and local TV will help spread awareness. The goal is to inspire unity and generosity to raise essential funds for needy families in Tijuana. We created a video game-like game in which the Red Cross character's mission and its guest, the Calimax Cart, race for donations to keep the Red Cross alive. To avoid negative imagery, such as accidents, disasters, etc., we went with animation and created a character that comes to life every time he receives a donation. In the race, the characters transport and display "o "and "ff" all their features, then race to give life to the Red Cross. May the best character win! We modeled an illuminated living racetrack with motion lights. Characters were hand-illustrated and organically animated with motion capture. We added custom effects, such as transport, engine fires, and lighting, through various applications. Textures and mappings were hand-designed and imported, and the final animation was enhanced through final editing. A unique element is turning everyday items, like shopping carts and the Red Cross Collection Container, into life. We created a Red Cross Life-Saving Race soundtrack by combining organic and digital sounds into multiple composites. A key challenge was ensuring that various music tracks blended seamlessly with sound effects and transitions. Each part of the motorized shopping cart has its own sound, while the Red Cross Robot features digital sounds that change based on the character's proximity, actions, and attitude. Additionally, adjustments to sound decibels and elements were made depending on camera movement, enhancing the character's illusion of depth, perspective, and natural motion. We are developing a "Beto Al Rescate" video game, Spanish for "Beto to the Rescue." Our entry includes animated cutscenes and a video game preview. The game is set to launch in May 2025 and is part of our ongoing campaign. In "Beto to the Rescue," players join Beto, a friendly Red Cross character, on exciting missions in different levels that include going throughout a lively city, performing rescue missions in disaster zones such as floods and forests in the last level, and a race to collect as many coins as possible to be donated to the Red Cross. Players help Beto tackle challenges like rescuing lost pets, assisting injured citizens, and enhancing problem-solving skills. Aimed at kids from first grade to middle school, the game combines fun gameplay with essential safety and community support lessons. The game promotes kindness and empathy, teaching players the importance of community and helping others. The game also teaches essential safety tips through interactive mini-games, including basic first aid and emergency protocols. The colorful city allows players to interact with various characters, discover health facts, and collect "Beto Badges" for exploration. Kids can personalize Beto with unique outfits and accessories, encouraging creativity. "Beto to the Rescue" is a captivating and educational experience that empowers children to be compassionate and responsible while having fun and making a difference in their communities! IMPORTANT: To get a better understanding of our new 2025 campaign, please watch this video, which is part of our campaign explaining who the Red Cross Mascot Beto is, where he comes from, and what he does for the Red Cross: Red Cross Beto: https://vimeo.com/912190365 The campaign was a total success! The public loved to join the race, and donations increased compared to the previous year. The campaign also earned two Emmy nominations!