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American Red Cross of Greater New York Launches New Effort to Recruit 10,000 Disaster Volunteers
Date:3/9/2009

NEW YORK, March 9 /PRNewswire/ -- Borrowing from the iconic I Love NY logo, Ogilvy New York has transposed a "red cross" for the "heart" in a new campaign logo for the American Red Cross of Greater New York (ARC/GNY), heralding a new marketing effort designed to recruit New Yorkers to become Red Cross Reserve volunteers.

The attention-getting new campaign logo -- which received the approval of Governor David Paterson -- is part of a multi-channel marketing campaign developed pro-bono by Ogilvy New York. Over $2.5MM in donated media will be spent beginning March 1st.

"Our creative folks drew on their own powerful instincts following 9/11 in conceiving this idea," explained Bill Gray, Vice Chairman of Ogilvy North America and former Chairman of the Board of the American Red Cross of Greater New York. "People must be fully trained. This campaign urges New Yorkers everywhere to contact the Red Cross and become a reserve volunteer. We aim for 10,000. There is no greater voluntary force than the Red Cross."

10,000 volunteers is the number necessary to man 100 plus shelters in the event of a large scale disaster.

"This new effort reinforces the call to service from national, state and city leadership for individuals to get involved," said Terry Bischoff, Chief Executive Officer of the American Red Cross in Greater New York. "New Yorkers are well known for their generosity of spirit and desire to help in times of critical need. This campaign will attract the hundred's of volunteers that are crucial.

The campaign is multi-channel encompassing traditional and nontraditional out-of-home, print and online. The logo will appear on buttons, posters, billboards, print ads, and the NY Red Cross website. Ads will ask people: "You love NY, but do you [symbol of Red Cross] NY?"

"The I Love NY logo is so iconic and really speaks to all New Yorkers," said Andrea Scotting and Doreen Fox, the creative team at Ogilvy who developed the campaign. "We just felt it was a perfect fit for the NY Red Cross. It pays homage to New York and the Red Cross simultaneously in one powerful, succinct symbol. We are grateful to Governor Paterson for giving us the permission and his support to use the logo this way."

Staying with the New York theme, the campaign features everyday New Yorkers who are Red Cross volunteers and their stories of why they decided to become part of the reserves. The campaign also highlights how easy it is to become a qualified disaster relief volunteer, pointing out that all it takes is the completion of one 6-hour training session. All communications drive people to a newly redesigned microsite (www.iredcrossny.org) with links to volunteer stories and information on signing up for the program.

In addition to the agency's work developing the creative, Ogilvy's media unit, Neo@Ogilvy and WPP sister agency Kinetic were able to secure approximately $2.5 million worth of donated media for the cause from various media companies. The ads will appear on the Reuters billboard in Times Square, in bus shelters, the interior of city buses, taxi tops, wild postings, among other outlets, throughout the greater New York area. New York magazine and US News & World Report will run full page ads. NY centric websites were selected that focus on a variety of interests New Yorkers have. Websites including Interclick ad network, Valueclick ad network, Doubleclick ad network, Menupages, Hopstop, Fandando, Bloomberg.com, New York Magazine are among several websites that have donated space. The campaign will also employ squads of street teams on segways, donning Red Cross T-Shirts and buttons who will pass out literature throughout Manhattan and Brooklyn.

About American Red Cross of Greater NY

The American Red Cross in Greater New York is a key humanitarian partner and a vital participant in New York's plans and programs to help the nine million people in New York City and Orange, Putnam, Rockland and Sullivan counties prevent, prepare for and respond to emergencies. The chapter provides immediate aid to more than 100,000 people affected by 3,000 emergencies a year, including fires, floods, building collapses and power outages. Given the uncertainties of today's world, the chapter is accelerating its collaboration with partner agencies to develop and implement readiness plans to respond to major natural and man-made disasters. The chapter also helps New York residents and businesses prepare for emergencies by offering hundreds of courses in first aid, CPR and aquatics and free emergency preparedness training programs and resources. For more information, call 1-877 REDCROSS (1-877-733-2767), or visit www.nyredcross.org.

About Ogilvy North America

Ogilvy North America (www.ogilvy.com), is the largest unit of The Ogilvy Group agency network, a subsidiary of WPP Group plc (Nasdaq: WPPGY). It has offices in New York, Chicago, Los Angeles, San Francisco, Detroit, Durham, Minneapolis, Denver, and throughout Canada. Ogilvy North America brings together all the capabilities of the Ogilvy network to provide integrated marketing solutions to the agency's clients. It encompasses Ogilvy & Mather Advertising, OgilvyEntertainment, OgilvyOne, OgilvyInteractive, Neo@Ogilvy, Ogilvy Healthworld, Ogilvy Public Relations and OgilvyAction.


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SOURCE Ogilvy North America
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