GPY&R designs 'empathy' campaign for Red Cross bush fire support
George Patterson Y&R Sydney has designed a creative for Red Cross to provide relief and recovery support for people affected by the state's recent bushfires. The execution; 'Embers of Empathy' project will see Australian artists use charred fragments from houses and land destroyed in the recent Blue Mountains bushfires to create unique artworks that will be auctioned next year to support Red Cross disaster relief and recovery work. Di Jay, executive director for Red Cross in New South Wales said: "Natural Disasters like the recent bushfires in NSW are a recurring and tragic aspect of life in Australia. "We hope 'Embers of Empathy' will not only provide ongoing help for those recovering from the bushfires, but help ensure Red Cross will always be there to provide relief and recovery support where and whenever disaster strikes." Andrew Dowling, GPY&R group managing director said: "Our relationship with Red Cross goes back to the 1940s when our founder, George Patterson was an active member of the NSW Red Cross Board. "We are particularly pleased to be working with Red Cross as they head into their centenary year next year, celebrating 100 years of Red Cross in Australia." The project will culminate in an art auction in Sydney early next year.