Public Service Campaign
It Starts Small
This advertising campaign for the Red Cross addresses the issue of wildfires by visually communicating the fast escalation from small flames to large-scale destruction. Using matchsticks as the main visual metaphor, the posters depict the transformation of a single flame into a blazing fire consuming forests. A burning match progressing to trees guides the viewer through the concept of progression and growth of wildfires. Composition and white space direct attention first to the visuals, then down to the slogan, to communicate the message effectively.
This campaign also uses guerrilla marketing to spread awareness about the dangers of uncontrolled fires and how to be cautious when working with fire or matchsticks in the wild. Customers buying items from any outdoor activity store will receive a free folded matchbook with only one match inside. It warns them about the dangers of careless fire use in natural environments.
