Moonwalk RED was an innovation initiative launched by Kenneth Winther and Moonwalk, in collaboration with the Norwegian Red Cross, Itera Consulting, and McCann Worldgroup (Mediafront). Its mission: co-innovate new, significant revenue streams for Red Cross to sustain and scale humanitarian impact, especially in light of declining lottery income, without any cost to the organisation.
Innovation Astronauts Step Up
- 30 Innovation Astronauts selected from 14 leading Norwegian businesses, chosen for their diverse sectoral expertise.
- Participants engaged in nine interactive innovation workshops every second week.
- The program culminated in a June 2011 presentation of proposed new Red Cross growth areas and income models. For implementation by the Red Cross.
- Recognised as the most prestigious innovation project of all time in Norway by business media publications.
- The programme, its founder Kenneth Winther, and the innovation company Moonwalk received several awards and accolades.
Partners for The Goals
Paid for entirely by partners — Moonwalk, Itera, McCann, Adecco, Trigger Oslo — with no charge to Red Cross.
Steering group included:
- Anders Øwre-Johnsen, CEO, Adecco
- Thomas Høgebøl, CEO/Nordic Head, McCann
- Bernt Apeland, Communications Director, Norwegian Red Cross
- Kenneth Winther, CEO, Moonwalk
Moonwalk RED galvanised cross-sector collaboration to drive innovation for humanitarian sustainability. The process produced 11 strategic projects for diversifying Red Cross revenue, showcasing how private-sector methodologies can yield public-sector breakthroughs — without charging the beneficiary organisation a penny.
The handover was to the Secretary General of the Norwegian Red Cross at the time, Børge Brende (now President and CEO of the World Economic Forum).
'Norway's most important innovation journey'