The Red Cross asked us to help raise money for their annual smoke alarm installation drive, so we did some research, and discovered that 31% of home fire victims die in their sleep. From that stat, the #WakeUpChallenge was born, and 15M+ impressions, numerous press hits, and quadruple year-over-year donations followed. Case study coming soon.

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AD: Jason Gan / CD: James Bray / Producer: Spring Clinton