Catholic Relief Services

Catholic Relief Services (CRS) – a long-time Fifteen4 client – is a humanitarian aid organization. CRS helps the poor and vulnerable around the world by responding to major emergencies, fighting disease and poverty, and nurturing peaceful and just societies. For their new awareness campaign, CRS challenged us to create a powerful yet simple message that would highlight key programs. And given the importance of their work, they wanted a campaign that would be hard for viewers to ignore. Our goal was to stop viewers in their tracks and compel them to take notice. So the Fifteen4 team used a common modern visual vernacular as the campaign’s main element — the YouTube “Skip” button. With a big share of media dollars invested in digital and a significant volume of pre-roll options, our strategy was to challenge the viewer’s reflex to skip ads. The team created a striking graphic element based on the style of the skip button, but centered on the word “UNSKIPPABLE.” The new element—combined with piercing imagery and powerful writing—made for an incredibly resonant and engaging campaign.