At the time of the launch, MRC had established branch offices across 10 atolls and units in 20 islands, with more than 1,300 registered volunteers, a foundation that the campaign sought to build on by deepening public awareness and encouraging wider community participation. Speaking at the launch, Communications and Resource Mobilization Manager Ahmed Shifaz described the campaign's purpose as not just raising awareness, but opening genuine pathways for every Maldivian to engage with and contribute to the organization's work.
The campaign was structured around four service areas - First Aid Service, First Aid Training, Volunteering, and Emergency First Response. The First Aid Service was positioned as a life-saving function, aimed at building preparedness and embedding a culture of mutual care within communities. First Aid Training sought to strengthen individual and community capacity to respond confidently to unexpected situations. Together, these services formed the backbone of a campaign designed to be as much about equipping communities as it was about raising MRC's profile.
At the heart of the campaign were MRC's own volunteers profiled in two Television Commercials developed in 2013, one celebrating the spirit of humanitarianism and the other giving a face to the everyday work of an MRC volunteer. Four radio messages were developed alongside the TVCs, with all content broadcast daily across major media stations nationwide. Billboards carrying the campaign's messages were installed in densely populated islands, extending the campaign's reach beyond the capital.
Through 2013, the campaign was rolled out across a number of MRC branches. The "I Am for Humanity" campaign laid an important foundation, one that continues to inform how MRC communicates its work, engages the public, and inspires the next generation of volunteers.
