The Bravo Group tapped by The Red Cross to Create Awareness Campaign for Chicago Hispanic Community

The Bravo Group has been tapped by the Red Cross to launch an ad awareness campaign to reach Chicago’s Hispanic community starting August 2008 through January 2009 that will include media and community murals.

The Bravo Group was approached by the Red Cross to develop a campaign to help build awareness of the Red Cross among Hispanics in Chicago. The campaign idea “Mismas Necesidades. Misma Cruz” was developed after conducting extensive research, which untapped the key insight that although Hispanics have a very strong emotional connection with the Red Cross from their country of origin, once they migrate to the U.S. that connection is lost. To help bridge this gap, The Bravo Group highlighted the benefit that whether in Latin America or Chicago, the same Red Cross is available to help communities in need.

“We’re very excited about working with the Greater Chicago Red Cross on their first initiative to help build their awareness and image in the Chicago area among Hispanics,” said Sylvia Cruz, Group Account Director, The Bravo Group. “Bravo is very committed to the Hispanic community and worked closely with the Red Cross team to ensure we tapped into key insights that were relevant and impactful to help Hispanics reconnect with the Red Cross in Chicago.”

This pro bono initiative includes aggressive community awareness campaigns, which start in August 2008 and include print, outdoor and guerilla marketing initiatives targeting Latinos throughout the ‘Windy City’. Outdoor media includes rapid transit exterior and interior placements on the heavily trafficked CTA Orange and Pink train lines as well as the Chicago, Kedzie and Archer bus routes. The media will run through January 2009.

“It is time for our community to know that their Red Cross is here,” said María de los Ángeles Corral, Director Marketing & Communications, Red Cross. “Our mission does not change from country to country; it is to bring help to those in need and to empower people to be prepared for disasters. Our goal is to let everyone know we are here and renew our relationship with them.”

Local artist Miguel Aguilar of the Kane One Media Group has joined the cause and will contribute three murals designed to bring the campaign to life. The murals will be displayed in key Hispanic areas throughout the city, like the popular Little Village location at Cermak & Christiana. Mr. Aguilar, a locally raised and trained artist, created the Kane One Media Group to bring brand and product awareness to a young, hip urban demographic. His mural work on the “Mismas Necesidades, Misma Cruz” (“Same Necessities, Same ‘Red’ Cross”) campaign will assist in the visual connection of the community to the Red Cross.