American Red Cross: Storytellers

URL: http://www.redcross.org/stories

Superstorm Sandy helped highlight how the American Red Cross provides disaster relief to people in need. But the Red Cross and its army of volunteers are actually, quietly, active every day, doing much much more than just disaster relief: from saving lives through blood donations, to teaching CPR skills, comforting families living through house fires or floods, and bringing military families back together when they need it most. And they’ve been doing this for more than 130 years. And who better to tell this story than the families themselves – people whom the Red Cross has helped, and who passionately want to give back. Which is exactly what the American Red Cross “Stories Project” is all about. We sent people a simple kit with a camera, and some tips for how best to depict their story. In fact, in the true spirit of giving, the cameras were provided at cost by Sony; and shipping services were donated by FedEx. What we found was extraordinary: people bravely opened their hearts, sharing stories that are inspiring, tragic, uplifting and unbelievable… more than two dozen stories to date and counting, from 23 states, over 250 hours of filming and a year in the making. With no director. And no script. You have to see it to believe it.

Advertising Agency: BBDO, New York, USA
Chief Creative Officer: David Lubars
Senior Creative Director: Linda Honan
Copywriters: Iain Nevill, Kim Devall
Art Director: Julia Blackburn
Director of Integrated Production: David Rolfe
Producers: Sofia Doktori, Nicholas Gaul, Regina Iannuzzi
Designers: Dennis Payongayong, Arielle Wilkins
Director of Music / Radio Production: Rani Vaz
Production Company: Uber Content
Executive Producer: Preston Lee, Phyllis Koenig
Content Consultant: Eliot Rausch
Music House: Alex Taylor
Edit House: Cosmo Street
Editors: Stephen Mirrione, Dave Cea

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3 comments

gregrich's picture
gregrich
2 pencils

A great piece of fundraising brand communications. Not because of the creative, something cool in a box is nothing new. But its all about the results. 30 seconds in to the footage that came back, i was gripped. As a UK national I'm not particularly close to Sandy and the impact its had. But just goes to show, give the audience the tools and let them tell it naturally. Sorry to see Sony giving the cameras at 'cost' though and not donating. Cheap buggers.

kleenex's picture
kleenex
25612 pencils

great idea...

Spanky's picture
Spanky
4895 pencils

Nice idea. I wish the direct mail piece itself were more compelling.

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