The American Red Cross: Giving a little Hope.ly this holiday season
Kathryn Brown and Brooke Diamond
Campaign details
Brand owner: The American Red CrossLead agency: BBDO New YorkBrand: The American Red CrossCountry: USAIndustry: CharitiesChannels used: Earned media, buzz, Internet - general
Executive Summary
The holiday season is always a critical time for the American Red Cross, but in 2014, we faced unique challenges: an almost two-year period of 'blue skies' (no major disasters, fewer donations), coupled with an aging donor base. Interested in addressing both by reaching a future...