Ogilvy North America

American Red Cross of Greater New York Launches New Effort to Recruit 10,000 Disaster Volunteers

Published in Lab Business Week, March 29th, 2009

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,...

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Source: Lab Business Week (2009-03-29)

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