Title | Your Blood |
Agency |
Moss/Dragoti
|
Campaign |
Together We Can Save a Life - American Red Cross
|
Advertiser |
American Red Cross
|
Brand |
American Red Cross
|
Posted | December 2002 |
Product |
Blood Donations
|
Business Sector | Blood/Organ Donation
|
Story | The final execution of the ad ran the title: "Your Blood. Her Life". The copy goes on to describe how "blood isn't just needed in a disaster, but that in fact every two seconds someone in America needs blood." The copy correlates with a picture of a person who's life was saved by "your blood" donation. |
Philosophy | Created a print Campaign reinforcing ARC's tagline "Together we can save a life". This empowered doners 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 |
Magazine
|
Market | United States |
Copywriter |
Rob Moss
|
Art Director |
Mark Fennimore
|
Account Director |
Erika Haggist
|