Title | Saved by You |
Agency | Moss/Dragoti |
Campaign | Together We Can Save a Life - American Red Cross |
Advertiser | American Red Cross |
Brand | American Red Cross |
Posted | February 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 | Rob Moss |
Account Director | Erika Haggist |
Art Director | Mark Fennimore |