This is an ad I wrote and art directed for the International Federation of Red Cross and Red Crescent Societies (abbreviated IFRC) in Geneva. The IFRC is the parent organization of all Red Cross and Red Crescent societies in the world, making it the world's largest volunteer organization (with over 96 million volunteer members). For 2011, the UN's International Year of Volunteers and the EU's European Year of Volunteering, the IFRC wanted to create a campaign that would encourage volunteering around the world. I was asked to come up with a simple poster and TV ad that could easily be translated into any language without losing information or emotional impact. No visual cues regarding race, ethnicity, locality, or culture (like a person's photo) could be used. For the TV ad, I decided to let major problems speak for themselves, and I relied heavily on the logos. It was originally produced in five languages, and a crescent version ran in the Middle East. It won an AIGA award. For the poster, I took a novel, programmatic approach. I created a bold visual concept that emphasized the IFRC's powerful colors of red and white, while making it easy to reproduce—then I generated instructions to do so.