- Industry
- Non-profit
- Year
- 2018 – 2026
- My role
- Account direction at the Liberte agency
- Disciplines
- Strategy, Campaigns and performance, Web and UX, Video
A humanitarian institution with over a century in Arequipa, which trains the city in first aid and responds when needed.
My role
I was part of the Liberte agency team that worked with the branch from 2018 to 2026. I directed the account together with its marketing area: we met every month and sometimes did a photo and video shoot for the whole month. The team of designers and camera operators executed it.
What isn't told doesn't exist.
The challenge
The branch sustains itself with its public courses —first aid, CPR and injection therapy— and with preventive services at events. At the same time, it had to give visibility to its institutional life: its operations, like the one in Chapi, and its newsletters.
What we decided
To look at who the courses serve: health and safety personnel, from nursing and biology to safety engineering and municipal security. We built the campaigns for that audience, and the website the agency built organized the institution for whoever looks for it.
New visual line
The latest visual line, applied to the courses: what sustains the branch.
Preventive messages
When something happens at the national level, like the measles resurgence, the Red Cross delivers preventive messages to society.
Video series
Professional volunteering
We designed a professional volunteer program that combined the Red Cross volunteer structure with internships at the agency. Volunteers gained real experience and the program became a talent pool for the agency.
Photo shoot
Every year there was an institutional photo shoot. These are from 2026.
Línea de tiempo
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2019
Continuous work begins: public courses and social media.
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2020
New website and online courses during the pandemic.
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2021
Digital newsletter and volunteer campaign.
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2022
Professional volunteering with video testimonials and campaigns for the Yanapay charity shop.
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2023
Annual newsletter, blog articles and arrival on TikTok.
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2024
Annual plan and schedule, and videos to recruit volunteers.
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2025
Volunteer campaign and the Candelaria Marathon.
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2026
New visual line, blood donation and trend videos.
By the numbers
1 777
jobs done for the branch, according to the agency's operations system
8
years of relationship, from 2018 to 2026
Types of work
41 %
Social media content
12 %
Web and SEO
11 %
Strategy
9 %
Campaigns and paid media
7 %
Video and photo
7 %
Chacata, the mascot
Stationery
Tell me about your project.
I answer every message personally. Leave your details in the form or write to me at:
yo@alejandroadriazola.com