American Red Cross Launches 2008 National Public Service Advertising Campaign

Jan 29, 2008, 00:00 ET from American Red Cross

    WASHINGTON, Jan. 29 /PRNewswire-USNewswire/ --- The American Red Cross
 recently launched its new national public service advertising (PSA)
 campaign called Change a Life, which includes print, television, radio,
 online, out-of-home components in both English and Spanish.
     The Change a Life campaign demonstrates how lives are connected through
 the American Red Cross. Extensive consumer, donor and internal research
 informed the campaign, which was spearheaded by Austin, Texas-based
 advertising agency GSD&M Idea City. Idea City developed the overall
 campaign concepts; it also produced and delivered the print, online and
 out-of-home components. Silver Spring, Maryland-based Rafferty-Weiss Media
 produced and directed the television and radio spots.
     Eight print public service advertisements feature Red Cross volunteers
 and staff from Dallas, Texas, and five 30-second television public service
 ads feature Red Cross volunteers and staff from Atlanta, Georgia, where the
 spots were filmed. Actress and American Red Cross National Celebrity
 Cabinet member Elisabeth Rohm, provided the voiceover for these ads.
     The American Red Cross relies on the generosity of the media to share
 its message with the public through donated advertising space and air time.
 The Red Cross has shared the Change a Life advertising materials with
 thousands of television and radio stations, magazines and newspapers,
 outdoor companies and online sites in markets throughout the United States.
     "Placing Red Cross public service advertisements is a way for the media
 to demonstrate corporate values and to share the Red Cross message with
 people in America who want to give or need to get help," said Andrea
 Koslow, director of national advertising for the American Red Cross.
     All American Red Cross materials are available for free download:
     The American Red Cross helps people prevent, prepare for and respond to
 emergencies. Last year, almost a million volunteers and 35,000 employees
 helped victims of almost 75,000 disasters; taught lifesaving skills to
 millions; and helped U.S. service members separated from their families
 stay connected. Almost 4 million people gave blood through the Red Cross,
 the largest supplier of blood and blood products in the United States. The
 American Red Cross is part of the International Red Cross and Red Crescent
 Movement. An average of 91 cents of every dollar the Red Cross spends is
 invested in humanitarian services and programs. The Red Cross is not a
 government agency; it relies on donations of time, money and blood to do
 its work.

SOURCE American Red Cross