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American Red Cross
"Give something that means something"

RAN IN: United States

CLIENT
American Red Cross

Peggy Dyer - CMO
Adriane Hayes - Manager, Advt. Brand & Creative Mktg.
Andrea Koslow - Sr. Director, Brand & Creative Mktg.

AGENCY
BBDO New York *Lead Agency

Linda Honan - EVP, Sr. Creative Director
Michael Arani - Acct. Manager
Jodi McLeod - VP, Acct. Director
David Page - SVP, Group Planning Director


Williams Whittle

MaryAnne Boster - Director, Outreach
Julia McDowell - Acct. Supervisor


PHD Media

Kathleen Catanzaro - Assoc. Strategy Director, Global Business Coordination


SUMMARY

When the Red Cross needed to increase fundraising during the all-important Holiday season, we realized securing more monetary donations required securing more PSA media donations. We discovered the key to appealing to PSA Directors was appealing to their audience. We did this by creating a campaign that recaptured the true meaning of the Holidays, and invited people to give something that means something. This appealed successfully to PSA Directors, who increased our National airtime by 2.5 times, and led to a 28% increase in donations, well above our +5% goal.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Radio, Interactive, Social Networking Sites/Applications, Mobile/Tablet, Print, Direct

Audience: Men, Women, Boomers (45+), Young Men (20-35), Young Women (20-35)

Objectives: Fund-raising

Classification: National

Language: English