Red Cross H+LP Campaign Campaign

H+LP reframes the word HELP by removing what’s missing—and showing who is affected.

The absent “E” becomes a visual gap filled by children from underserved communities in Africa, representing urgent, unmet needs. The Red Cross symbol steps in to complete the word, reinforcing its role as the organization that fills the gap with action, aid, and hope.

A simple typographic shift becomes a powerful call to act.

Black background with the word 'HELP' in large white letters, with a red cross replacing the letter 'E'.
A young boy with a serious expression, standing outdoors in a muddy area with blurred background, overlaid with the white text 'HELP'.
Portrait of a young girl with dark complexion and expressive eyes, wearing a patterned dress, standing inside a rustic wooden structure.
Large billboard on a city street showing a young African boy with short hair and a serious expression, with the word 'HELP' in big white letters across the top. Underneath, text reads 'Join in the movement and offer assistance in Africa.' The American Red Cross logo is in the lower right corner. Blurred cars are driving on the street below, with pedestrians walking nearby.
Large digital billboard on city building displays the word 'HELP' with the 'H' and 'LP' in white letters and a red cross symbol replacing the 'E'. Below, it reads, 'Where help becomes whole. Red Cross can fill the void.' Pedestrians and cars move along the street in an urban setting.