American Red Cross Launches New Ad Campaign
"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.
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