To ensure the Mexican Red Cross revenues during the 2010 economic crisis, JWT has collected funds through coin-operated kiddie rides. Thus, while kids played heroes, parents contributed to a good cause. The aim of this operation was to show people that the Red Cross keeps going thanks to their money, and it worked… ! The large press coverage of this integrated campaign participated to a 23% increase of fundraising and the entire campaign (kiddie rides, print, outdoor) won many advertising prizes …