American Red Cross launches 2008 National Public Service Advertising Campaign.
January 6, 2008
The American Red Cross recently launched its new national public service advertising (PSA) campaign called Change a Life, which includes print, television, radio, online, out-of-home components in both English and Spanish.
The Change a Life campaign demonstrates how lives are connected through the American Red Cross. Extensive consumer, donor and internal research informed the campaign, which was spearheaded by Austin, Texas-based advertising agency GSD&M Idea City. Idea City developed the overall campaign concepts; it also produced and delivered the print, online and out-of-home components. Silver Spring, Maryland-based Rafferty-Weiss Media produced and directed the television and radio spots.
Eight print public service advertisements feature Red Cross volunteers and staff from Dallas, Texas, and five 30-second television public service ads feature Red Cross volunteers and staff from Atlanta, Georgia, where the spots were filmed. Actress and American Red Cross National Celebrity Cabinet member Elisabeth Rohm, provided the voiceover for these ads.
“Placing Red Cross public service advertisements is a way for the media to demonstrate corporate values and to share the Red Cross message with people in America who want to give or need to get help,” said Andrea Koslow, director of national advertising for the American Red Cross.
All American Red Cross materials are available for free download:
http://www.redcross.org/advertising>
