Campaign Corner: American Red Cross Stories Project
Author: Marguerite McNeal
Marguerite McNeal is a staff writer for the AMA’s Magazines and e-Newsletters.
The American Red Cross planned to use a whimsical Claymation figure named Fred to encourage giving during the 2012 holiday season, repeating a 2011 marketing strategy. That was until Hurricane Sandy wreaked havoc on much of the Northeast last fall. “Given everything that has happened with Hurricane Sandy, the tone of the ads just didn’t feel right,” says Anne Marie Borrego, media relations director at the American Red Cross. “That area had experienced a very devastating disaster and I think it would be somewhat tone deaf to continue to feature the same ads and PSAs that we had last year.”
2013 Marketing Thought Leaders/American Marketing Association
All Rights Reserved
View this content