Red Cross Case Study


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Case study of award-winning public service programs for the American Red Cross, designed and/or directed by Bruce Burtch.

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Red Cross Case Study

  1. 1. <ul><li>Case Study </li></ul><ul><li>Prepare Bay Area Media Campaign </li></ul><ul><li>Directed by Bruce Burtch </li></ul>
  2. 2. The American Red Cross Bay Area (ARCBA) spans six counties: Alameda, Contra Costa, Marin, San Francisco, San Mateo, and Solano, a service area for 4.5 million people in the Bay Area .
  3. 3. ARCBA undertook the most comprehensive non-governmental public service media campaign ever launched in the Bay Area to raise emergency preparedness: Prepare Bay Area (PBA)
  4. 4. ARCBA’s 2006 Bay Area Preparedness Baseline Survey Found: <ul><li>Only 6 % of Bay Area residents were </li></ul><ul><li>prepared for a major disaster. </li></ul>
  5. 5. Year One Campaign Warning, There is No Warning Get Ready Now. We’ll Show You How.
  6. 7. <ul><li>Two full page ads in San Francisco Business Times </li></ul><ul><li>Full page, half and quarter page, SF Chronicle </li></ul><ul><li>Full page, half page San Francisco Examiner </li></ul><ul><li>Contra Costa Times, Oakland Tribune, San Mateo, etc. </li></ul><ul><li>Much, much more. </li></ul>Donated Public Service Print Ads
  7. 8. <ul><li>60 member stations donated: </li></ul><ul><li>Two 30-second announcements per day, per station, over a four week period </li></ul><ul><li>840 spots ran each week </li></ul><ul><li>Total of 3,360 announcements </li></ul><ul><li>Spots were scheduled in commercial inventory time </li></ul><ul><li>Radio campaign had a cash value of approximately: $700,000 </li></ul>Northern California Broadcasters Association
  8. 9. <ul><li>Felipe Alou, Manager SF Giants </li></ul><ul><li>John Miller, San Francisco Giants & ESPN Baseball </li></ul><ul><li>Mike Nolan, Manager, San Francisco 49ers </li></ul>Radio Spots Featured
  9. 10. <ul><li>Donated PSA showings on 125 Screens in 15 major theaters throughout Bay Area </li></ul>Century Theatres
  10. 12. Shopping Bags <ul><li>150,000 PBA/Red Cross shopping bags were distributed free-of-charge in Marin County by United Markets. </li></ul>
  11. 13. <ul><li>Jerry Rice, NFL legend and dancer extraordinaire </li></ul><ul><li>Baron Davis, Golden State Warriors. Point Guard </li></ul><ul><li>Rita Moreno, winner of Academy, Grammy, Tony and Emmy Awards and President’s Medal of Freedom </li></ul><ul><li>Louise Lu, Miss Chinatown 2006 </li></ul><ul><li>Johnny Wilson, youngest ever to swim SF Bay from Alcatraz to SF </li></ul>Donated TV Spots
  12. 14. <ul><li>$1,250,000 </li></ul><ul><li>All creative services and media placement for the campaign were donated </li></ul>Total Value of 2006 Campaign
  13. 15. 2007 Bay Area Survey after one year of PSA Campaign: <ul><li>17% of Bay Area residents were </li></ul><ul><li>prepared for a major disaster </li></ul>
  14. 16. Year Two Campaign What do we have to do to get your attention?
  15. 17. <ul><li>But how do we do that? </li></ul><ul><li>A bit of shock and awe </li></ul><ul><li>Stark reality: this could really happen! </li></ul><ul><li>Traditional Media: PSA’ s </li></ul><ul><li>In-Your-Face Guerilla Marketing </li></ul>
  16. 18. Extraordinary Pro Bono Partnership formed with Publicis & Hal Riney
  17. 20. <ul><li>Photorealistic disaster mobile billboards cause unprecedented national and international attention </li></ul>
  18. 26. “ Shaky Camera” Outdoor Billboards
  19. 27. Crashed Cabs!
  20. 28. Super Crack!! – On Union Square 60’ X 10’ August, 2007
  21. 29. Super Crack
  22. 30. <ul><li>Off The Charts!! </li></ul><ul><li>(Which translates to: Far more than last year but impossible to estimate with all the national/international coverage.) </li></ul>Total Value of 2007Campaign
  23. 31. 2008 Bay Area Survey after two years of PSA Campaign: <ul><li>24% of Bay Area residents were </li></ul><ul><li>prepared for a major disaster </li></ul>
  24. 32. Bay Area Preparedness Increases: <ul><ul><li>2006 6 % (baseline) </li></ul></ul><ul><li>2007 17% </li></ul><ul><li>2008 24% </li></ul><ul><li>A 300% increase of people prepared!! </li></ul>
  25. 33. Disaster Preparedness Deficiency Syndrome Print PSA Ad
  26. 34. <ul><li>“ Give the Gift of Preparedness” </li></ul><ul><li>First gift catalog in Red Cross Bay Area history </li></ul><ul><li>16 page four-color catalog </li></ul><ul><li>Giving Opportunities </li></ul><ul><li>Feature Products </li></ul><ul><li>Estimated readership of 250,000 </li></ul><ul><li>Inserted into Benefit Magazine </li></ul><ul><li>Wells Fargo Lead Sponsor </li></ul>
  27. 37. <ul><li>Red Cross Gear </li></ul><ul><li>Apparel and Merchandise Line </li></ul><ul><li>Designs created by: </li></ul><ul><li>Academy of Art, San Francisco Gap, Inc. </li></ul><ul><li>ARCBA Marketing Team </li></ul>
  28. 39. <ul><li>Thank You </li></ul><ul><li>No portion of this presentation or its contents may be copied or reproduced in any form without the written approval of the American Red Cross Bay Area Chapter </li></ul>