The American Red Cross recently launched its new PSA campaign “Change a Life,” which includes print, television, radio, online, out-of-home components in both English and Spanish.
The campaign demonstrates how lives are connected through the American Red Cross. Extensive consumer, donor and internal research informed the campaign, which was spearheaded by Austin, Texas-based advertising agency GSD&M Idea City. Idea City developed the overall campaign concepts; it also produced and delivered the print, online and out-of-home components. Silver Spring, Maryland-based Rafferty-Weiss Media produced and directed the television and radio spots.