Erika Haggist
Head of New Business at Moss/Dragoti
New York, United States
TitleSaved by You
Agency
Campaign Together We Can Save a Life - American Red Cross
Advertiser American Red Cross
Brand American Red Cross
PostedFebruary 2003
Product Blood Donations
Business Sector Blood/Organ Donation
Story The VO describes how "blood isn't just needed in a disaster, and that in fact every two seconds someone in America needs blood." The copy correlates with images of people who's lives were saved because of "your blood" donations.
Philosophy Created a campaign reinforcing ARC's tagline "Together we can save a life". The goal was to empower donors to help the ARC save lives and feel good about themselves; thus making them feel heroic. The continued determination of the ARC to help those in need would only increase their overall image.
Problem Improve brand perception of American Red Cross and increase number of blood donations. Negative press created distrust in the ARC since 9/11 - the safety of the blood supply was called into question.
Media Type Television
Length
Market United States
Copywriter
Account Director
Art Director

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