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WPP Shops Back Red Cross Blood Drive

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NEW YORK The American Red Cross launches its largest blood drive effort this week through an integrated campaign from WPP Group agencies OgilvyOne, Ogilvy PR and UniWorld Group.

The budget is estimated at $20 million and the ads carry the organization's familiar "Together, we can save a life" tagline.

OgilvyOne, the relationship marketing arm of Ogilvy & Mather in New York, has created marketing materials that include TV and print ads, posters, mailers, appointment cards, brochures, payroll stuffers, banners and outdoor executions.

The spots attempt to convey how little time it takes to donate blood. The spots suggest people consider giving blood in between doing such mundane tasks as solving a crossword puzzle, taking the bus to work or fixing a child's bike. Each spot flashes to a Band Aid as "a badge of honor."

Spots support the Red Cross' Save a Life Tour 2003, which will feature two Red Cross convoys that will travel across the country through 345 communities to generate awareness about blood donation.

Ogilvy PR is guiding media relations and publicity, while UniWorld handles multicultural outreach.