Titolo | Your Blood |
Agenzia | Moss/Dragoti |
Campagna | Together We Can Save a Life - American Red Cross |
Cliente | American Red Cross |
Marca | American Red Cross |
Posted | Dicembre 2002 |
Prodotto | Blood Donations |
Settore | Blood/Organ Donation |
Trama | 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. |
Filosofia | 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. |
Problema | 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. |
Tipo di Media | Pubblicita' su periodici |
Market | Stati Uniti |
Copywriter | Rob Moss |
Art Director | Mark Fennimore |
Account Director | Erika Haggist |