The American Red Cross has an ongoing problem: she is 68 years old. With other words, their volunteers are mostly retired – which makes growing their volunteer-ship increasingly troublesome.
EMMY NOMINATED EDUCATIONAL, RECRUITING AND FUND-RAISING CAMPAIGN
To pack the necessary punch, the campaign had to check off 4 critical boxes : 1- educate young parents about the services the Red Cross provides, 2- attract a new generation of volunteers, 3- raise funds and 4- get people to donate blood.
The campaign pulled together real Americans in the TV and print. No actors, just real people pulled off the streets to 'volunteer' in an ad. The results were quite surprising; after one year, volunteers between the ages of 37 and 58 grew by 29.5%. Unaided awareness of the importance of the work the ARC does, grew by 41.3%. (Narrated by Julianna Margulies).