Red Cross: AMERICAN RED CROSS STORIES PROJECT POSTER CAMPAIGN, 3

Credits & Description:

Advertiser: AMERICAN RED CROSS
Agency: BBDO NEW YORK
Category: Foods
Chief Creative Officer: David Lubars (BBDO New York)
Account Team: Gisell Galan (BBDO New York)
Account Team: Jodi Mcleod (BBDO New York)
Senior Creative Director: Linda Honan (BBDO New York)
Retoucher: Steve Lakeman (BBDO New York)
Copywriter: Iain Nevill (BBDO New York)
Art Director: Julia Blackburn (BBDO New York)
Account Team: Tara Deveaux (BBDO New York)
Art Producer: Alison Berk (BBDO New York)
Print Producers: Catherine Wilcott (BBDO New York)
Account Team: Christina Liu (BBDO New York)
Director Of Integrated Production: David Rolfe (BBDO New York)
Print Producers: Desiree Principe (BBDO New York)
Print Producers: Mike Musano (BBDO New York)

Outcome
"The campaign provides exactly what our brand needs, communication that not only educates on the breadth of services we provide but emotionally connects with people on an individual level. In its first month of airing, the campaign has contributed to our most successful year-end fundraising results ever, significantly outpacing last year's results." Peggy Dyer, Chief Marketing Officer, Red Cross.

Implementation
We had all these beautiful assets and now the most important thing as designers was just to get out of the way. The intimate snapshots and all the personal handwritten stories were the hero of the campaign.

Client Brief Or Objective
Most people only think of the Red Cross in the wake of a major disaster. We had to make the brand more personally relevant everyday by telling people everything the Red Cross does and connecting them emotionally with the brand. We needed to communicate all six lines of service in a way that would connect with a broad target of charitable givers.

Brief Explanation
The posters had to be uplifting as well as communicating the different services the Red Cross provides for people every day. We selected from over 3,000 photos and hundreds of pages of handwritten journal pages for the best way to tell each story.