NEW YORK American Red Cross has chosen Hill, Holliday, Connors, Cosmopulos to create a pilot campaign aimed at encouraging young people to become involved in programs at their local chapters.
The decision followed a review conducted by Achenbaum Bogda Associates. The New York shop's "New Generation" campaign will test in six American Red Cross chapters across the country. It will include a general ad effort as well as database, direct mail and e-marketing. Targeted initiatives will be directed at the Hispanic community.
"The Red Cross is facing the same challenges that businesses and institutions have faced," Brian Carty, president of Hill, Holliday in New York, said in a statement. "It needs to build relevance and earn the trust of a younger, more diverse generation."
If successful, the next phase of the program may roll out to many of the 900 American Red Cross chapters across the U.S.