Red Cross Case Study
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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.

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

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  • 1.
    • Case Study
    • Prepare Bay Area Media Campaign
    • Directed by Bruce Burtch
  • 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. 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. ARCBA’s 2006 Bay Area Preparedness Baseline Survey Found:
    • Only 6 % of Bay Area residents were
    • prepared for a major disaster.
  • 5. Year One Campaign Warning, There is No Warning Get Ready Now. We’ll Show You How.
  • 6.  
  • 7.
    • Two full page ads in San Francisco Business Times
    • Full page, half and quarter page, SF Chronicle
    • Full page, half page San Francisco Examiner
    • Contra Costa Times, Oakland Tribune, San Mateo, etc.
    • Much, much more.
    Donated Public Service Print Ads
  • 8.
    • 60 member stations donated:
    • Two 30-second announcements per day, per station, over a four week period
    • 840 spots ran each week
    • Total of 3,360 announcements
    • Spots were scheduled in commercial inventory time
    • Radio campaign had a cash value of approximately: $700,000
    Northern California Broadcasters Association
  • 9.
    • Felipe Alou, Manager SF Giants
    • John Miller, San Francisco Giants & ESPN Baseball
    • Mike Nolan, Manager, San Francisco 49ers
    Radio Spots Featured
  • 10.
    • Donated PSA showings on 125 Screens in 15 major theaters throughout Bay Area
    Century Theatres
  • 11.  
  • 12. Shopping Bags
    • 150,000 PBA/Red Cross shopping bags were distributed free-of-charge in Marin County by United Markets.
  • 13.
    • Jerry Rice, NFL legend and dancer extraordinaire
    • Baron Davis, Golden State Warriors. Point Guard
    • Rita Moreno, winner of Academy, Grammy, Tony and Emmy Awards and President’s Medal of Freedom
    • Louise Lu, Miss Chinatown 2006
    • Johnny Wilson, youngest ever to swim SF Bay from Alcatraz to SF
    Donated TV Spots
  • 14.
    • $1,250,000
    • All creative services and media placement for the campaign were donated
    Total Value of 2006 Campaign
  • 15. 2007 Bay Area Survey after one year of PSA Campaign:
    • 17% of Bay Area residents were
    • prepared for a major disaster
  • 16. Year Two Campaign What do we have to do to get your attention?
  • 17.
    • But how do we do that?
    • A bit of shock and awe
    • Stark reality: this could really happen!
    • Traditional Media: PSA’ s
    • In-Your-Face Guerilla Marketing
  • 18. Extraordinary Pro Bono Partnership formed with Publicis & Hal Riney
  • 19.  
  • 20.
    • Photorealistic disaster mobile billboards cause unprecedented national and international attention
  • 21.  
  • 22.  
  • 23.  
  • 24.  
  • 25.  
  • 26. “ Shaky Camera” Outdoor Billboards
  • 27. Crashed Cabs!
  • 28. Super Crack!! – On Union Square 60’ X 10’ August, 2007
  • 29. Super Crack
  • 30.
    • Off The Charts!!
    • (Which translates to: Far more than last year but impossible to estimate with all the national/international coverage.)
    Total Value of 2007Campaign
  • 31. 2008 Bay Area Survey after two years of PSA Campaign:
    • 24% of Bay Area residents were
    • prepared for a major disaster
  • 32. Bay Area Preparedness Increases:
      • 2006 6 % (baseline)
    • 2007 17%
    • 2008 24%
    • A 300% increase of people prepared!!
  • 33. Disaster Preparedness Deficiency Syndrome Print PSA Ad
  • 34.
    • “ Give the Gift of Preparedness”
    • First gift catalog in Red Cross Bay Area history
    • 16 page four-color catalog
    • Giving Opportunities
    • Feature Products
    • Estimated readership of 250,000
    • Inserted into Benefit Magazine
    • Wells Fargo Lead Sponsor
  • 35.  
  • 36.  
  • 37.
    • Red Cross Gear
    • Apparel and Merchandise Line
    • Designs created by:
    • Academy of Art, San Francisco Gap, Inc.
    • ARCBA Marketing Team
  • 38.  
  • 39.
    • Thank You
    • 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