Serious Request is a format of multimedia fundraising events for International Red Cross projects. The idea was coined in 2004 by Dutch public radio NPO 3FM. Presenters play request songs for a donation. It's been adopted in Austria, Belgium, Kenya, Latvia, Portugal, South Korea, Sweden and Switzerland.
For several years, we created the full audio (and visual) branding of the original 3FM versions. Because the event was heavily promoted on TV and Internet, there was a need for sonic branding for visual presentations like this one. It was chosen to compose a Pop-Rock theme, but with a serious undertone.