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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
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SOURCE Ogilvy North America
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