The Red Cross helps people and communities in Canada and around the world in times of need and support them in strengthening their resilience.
Company
Canadian Red Cross
Role
Creative Direction
Project Overview
Younger audiences don’t just want to donate—they want to:
Participate
Compete
Share experiences socially
Gaming already had the behavior the Red Cross needed:
👉 engagement, community, and repeat interaction
Challenge
The Canadian Red Cross needed to engage a younger audience who were less responsive to traditional fundraising approaches.
Existing efforts relied on passive donation models, with limited ongoing engagement or cultural relevance for younger demographics.
System / Platform
Created Cross/Play—a Twitch-based fundraising platform that transformed gaming into a continuous engagement and donation ecosystem.
Key components:
1. Participation Platform (not just a campaign)
Built a system where users could fundraise by streaming and playing
Designed for ongoing engagement rather than one-time activation
2. Gaming + Fundraising Integration
Connected gameplay with donation mechanics
Enabled players and audiences to contribute in real time
3. Identity & Brand System
Developed a distinct sub-brand within the Red Cross ecosystem
Made the initiative feel native to gaming culture, not institutional
4. Community & Competition Layer
Encouraged repeat participation through social dynamics and recognition
Designed for shareability and peer-driven growth
5. Digital Experience (UI/UX)
Created a cohesive visual and interaction system for the platform
Ensured usability across streaming and participation touchpoints
6. Physical Engagement Layer (Merch & Rewards)
Extended the experience beyond digital with branded merchandise
Reinforced identity and incentivized participation for top contributors
Scalability & Growth Model
Designed as a repeatable platform that could run beyond a single campaign window
Enabled expansion across new audiences, games, and fundraising initiatives
Built to grow through community participation rather than paid media alone
AI & Future Potential
AI-driven content creation for streamers and community assets
Personalized engagement journeys based on player behavior
Dynamic reward systems tied to participation and donation patterns
Outcome
Reframed fundraising as an interactive, community-driven experience
Successfully engaged a younger demographic through culturally relevant behavior
Created a scalable model for participation-based fundraising
Extended the Red Cross brand into new digital ecosystems
