RED CROSS - EMMY NOMINATED Recruiting and fund raising campaign

The American Red Cross has an ongoing problem: she is 68 years old. With other words, their volunteers are mostly retired people – which makes growing their volunteer-ship very difficult. This campaign had to deliver three main objectives: 1- attract a new generation of volunteers, 2- donate financially and 3- donate your 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 41.7%. (Narrated by Julianna Margulies)