The national headquarters of the American Red Cross hired Hill, Holliday, New York, to run an ad campaign targeting younger consumers, volunteers and supporters.
This effort aims not just to generate new funding sources, but also to regain trust lost after the Red Cross' handling of the funds collected after the Sept. 11, 2001, tragedy.
Achenbaum Bogda Associates' New York office conducted the agency review. The agency consultant also has offices in Dallas and Raleigh, NC.
Hill, Holliday is preparing a pilot program for six Red Cross chapters. Called the New Generation Pilot, it will include brand ads, database marketing, interactive, mail and targeted efforts that also include Hispanics. The chapters involved are Dallas; Phoenix; Orange County, CA; Madison, WI; Richmond, VA; and Fort Myers, FL.
Hill, Holliday said the effort's success will determine whether the next phase rollout will cover many of the 900 Red Cross chapters nationwide. Local chapters typically assign different agencies to handle their advertising efforts.