more than 50 years, the American Red Cross worked with the
Ad Council on public service advertising campaigns that raised
public awareness of the various services provided by the Red
Cross. The PSAs helped to recruit blood donors, enlist volunteers,
enroll individuals in health and safety courses, and raise
Most importantly, these campaigns produced dramatic results.
In 1990, the Red Cross focused its recruitment campaign efforts
on young adults. In just one month, the PSAs helped to recruit
30,000 Red Cross volunteers, and, by the end of 1991, young
adult involvement in the Red Cross had increased by 37%. In
1986, the Ad Council and the Red Cross, the world's largest
supplier of blood and blood products at the time, partnered
to launch a campaign to dispel rumors about AIDS transmission.
In addition to helping to recruit volunteers, the Red Cross
PSA campaign helped to raise millions of dollars for disaster
relief, including funds for victims of Hurricane Agnes in
1972 and for the victims of the African famine in 1985. In
fact, the relief campaign for the African famine reached its
initial goal of $5 million within a few weeks, finally totaling
more than $20 million.
Through the years, many celebrities appeared in Red Cross
PSAs, including: Lucille Ball, Johnny Carson, Glenn Close,
Bill Cosby, Robert DeNiro, Michael Douglas, Bob Hope, Meryl
Streep, and Dionne Warwick among others.
Following the tragedies of September 11th, the Ad Council
reached out to the Red Cross, among other non-profit organizations
and government agencies, to offer its assistance with crisis-related
messages. The Red Cross had important messages for the American
public and the Ad Council assisted their efforts by including
the spots in a nationwide distribution. Though the American
Red Cross campaign ended years earlier, the Ad Council and
the Red Cross worked together once again to help Americans
recover during a time of crisis.
|Bill Cosby (1980)
||Lucille Ball (1979)
case histories about American Red Cross campaigns in the In Class
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