The focus of the creative concept for the Portuguese Red Cross Fundraising Campaign video, titled "500 745 749. The number that drives us", is based on the exploration of visual metaphors directly related to the three biggest challenges faced by the Portuguese Red Cross today.

First, the daily challenge imposed by the price inflation of essential goods, represented by the scene of a father who, despite setting a dinner table for two, can only feed his son; secondly, the challenge of supporting the growing cost of house payments and rent is portrayed, represented by the efforts of a young couple building a house of cards; and, finally, the impact on mental health and social isolation brought by these struggles is represented by an elderly woman knitting a long scarf, trying to evade from loneliness. 

These three metaphors unfold to the sound of the captivating rhythm of the campaign's jingle, whose lyrics are based on the Portuguese Red Cross' IRS number to illustrate each of the above-mentioned situations that many people face today. The song “500 745 749. The number that drives us” was written and composed for the Portuguese Red Cross Fundraising Campaign video.

The Portuguese Red Cross Fundraising Campaign is being communicated on both online and offline channels, namely: spot-tv, radio, cinema ads, OOH, social media, email marketing, and print ads.