Welcome!

News Feed Item

American Red Cross Launches New Ad Campaign

Self-filmed ads tell emotional stories without scripts, actors

WASHINGTON, Dec. 13, 2012 /PRNewswire-USNewswire/ -- The American Red Cross today launched a new storytellers ad campaign featuring unscripted stories created and filmed by real people helped by the charity.

(Logo: http://photos.prnewswire.com/prnh/20090108/RedCrossLOGO)

The first ads are part of the organization's holiday giving campaign and feature people impacted by home fires and flooding.

Additional TV and print ads, which are powerful and personal accounts of how those featured have been touched by the Red Cross, are being released as public service advertisements (PSAs). 

The ads, which tell the stories of people across the country, show the entire scope of the organization's work: blood collection and supply; support to America's military families; help to vulnerable communities around the world; disaster relief; and health and safety training and education.

"We wanted to tell the story of the Red Cross through the people we serve, while at the same time demonstrating the breadth of our mission," said Peggy Dyer, chief marketing officer of the Red Cross. "Many people know the organization for our work in major disaster relief or blood collection, and the goal for this storytelling campaign was to bring our everyday mission to life in a personally relevant way."

The Red Cross enlisted 300 storytellers—people helped by the organization's five lines of service—and gave them cameras, film and one task: tell their Red Cross stories.

The initial wave of Red Cross ads feature two New York families whose homes were destroyed by fire and a Washington family devastated by a flood. Future ads will include stories of a Virginia resident whose newborn twins were saved by a single blood donation; a Michigan teenager whose Red Cross CPR training helped him save a life; and an Oklahoma family who lost their home in a tornado.

The Red Cross worked with creative agency BBDO New York on the concept and opted to have the storytellers speak from the heart and not from scripts, and create the entire pieces themselves from filming their story to hand writing the end card. 

"This is the first time many people will hear firsthand the real voices of those who have been helped by the Red Cross," said Linda Honan, senior creative director at BBDO New York. "From the beginning, we made a conscious decision to step aside from our usual role as creative brand storytellers. Instead our role was to equip the people who have been touched so deeply by the brand with the tools that would enable them to tell their stories themselves."

The Red Cross reviewed more than 1,200 stories that were submitted online and then sent out cameras and booklets to 300 individuals last May. Eliot Rausch, a well-known, short-film director and documentarian, produced the series of personal and quietly powerful stories.

During this holiday season, a limited number of airings will include footage from Hurricane Sandy as well as the storytellers campaign. The Red Cross will release additional PSA spots in January 2013 that include stories of blood recipients, people who were saved by CPR and First Aid and others who lost their homes in tornadoes.

For more information, to see the stories or download the spots for broadcast use, visit redcross.org/stories. To view the trailer, click here.

About the American Red Cross:
The American Red Cross shelters, feeds and provides emotional support to victims of disasters; supplies about 40 percent of the nation's blood; teaches skills that save lives; provides international humanitarian aid; and supports military members and their families. The Red Cross is a not-for-profit organization that depends on volunteers and the generosity of the American public to perform its mission. For more information, please visit redcross.org or join our blog at blog.redcross.org.

SOURCE American Red Cross

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
"When you think about the data center today, there's constant evolution, The evolution of the data center and the needs of the consumer of technology change, and they change constantly," stated Matt Kalmenson, VP of Sales, Service and Cloud Providers at Veeam Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
As companies gain momentum, the need to maintain high quality products can outstrip their development team’s bandwidth for QA. Building out a large QA team (whether in-house or outsourced) can slow down development and significantly increases costs. This eBook takes QA profiles from 5 companies who successfully scaled up production without building a large QA team and includes: What to consider when choosing CI/CD tools How culture and communication can make or break implementation
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
I wanted to gather all of my Internet of Things (IOT) blogs into a single blog (that I could later use with my University of San Francisco (USF) Big Data “MBA” course). However as I started to pull these blogs together, I realized that my IOT discussion lacked a vision; it lacked an end point towards which an organization could drive their IOT envisioning, proof of value, app dev, data engineering and data science efforts. And I think that the IOT end point is really quite simple…
Extreme Computing is the ability to leverage highly performant infrastructure and software to accelerate Big Data, machine learning, HPC, and Enterprise applications. High IOPS Storage, low-latency networks, in-memory databases, GPUs and other parallel accelerators are being used to achieve faster results and help businesses make better decisions. In his session at 18th Cloud Expo, Michael O'Neill, Strategic Business Development at NVIDIA, focused on some of the unique ways extreme computing is...
"We view the cloud not really as a specific technology but as a way of doing business and that way of doing business is transforming the way software, infrastructure and services are being delivered to business," explained Matthew Rosen, CEO and Director at Fusion, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Redis is not only the fastest database, but it is the most popular among the new wave of databases running in containers. Redis speeds up just about every data interaction between your users or operational systems. In his session at 19th Cloud Expo, Dave Nielsen, Developer Advocate, Redis Labs, will share the functions and data structures used to solve everyday use cases that are driving Redis' popularity.
Aspose.Total for .NET is the most complete package of all file format APIs for .NET as offered by Aspose. It empowers developers to create, edit, render, print and convert between a wide range of popular document formats within any .NET, C#, ASP.NET and VB.NET applications. Aspose compiles all .NET APIs on a daily basis to ensure that it contains the most up to date versions of each of Aspose .NET APIs. If a new .NET API or a new version of existing APIs is released during the subscription peri...
Organizations planning enterprise data center consolidation and modernization projects are faced with a challenging, costly reality. Requirements to deploy modern, cloud-native applications simultaneously with traditional client/server applications are almost impossible to achieve with hardware-centric enterprise infrastructure. Compute and network infrastructure are fast moving down a software-defined path, but storage has been a laggard. Until now.
"My role is working with customers, helping them go through this digital transformation. I spend a lot of time talking to banks, big industries, manufacturers working through how they are integrating and transforming their IT platforms and moving them forward," explained William Morrish, General Manager Product Sales at Interoute, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
To leverage Continuous Delivery, enterprises must consider impacts that span functional silos, as well as applications that touch older, slower moving components. Managing the many dependencies can cause slowdowns. See how to achieve continuous delivery in the enterprise.
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
SYS-CON Events announced today the Kubernetes and Google Container Engine Workshop, being held November 3, 2016, in conjunction with @DevOpsSummit at 19th Cloud Expo at the Santa Clara Convention Center in Santa Clara, CA. This workshop led by Sebastian Scheele introduces participants to Kubernetes and Google Container Engine (GKE). Through a combination of instructor-led presentations, demonstrations, and hands-on labs, students learn the key concepts and practices for deploying and maintainin...
Security, data privacy, reliability, and regulatory compliance are critical factors when evaluating whether to move business applications from in-house, client-hosted environments to a cloud platform. Quality assurance plays a vital role in ensuring that the appropriate level of risk assessment, verification, and validation takes place to ensure business continuity during the migration to a new cloud platform.