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

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
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SOURCE Ogilvy North America
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