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American Red Cross
Giving a little hope.ly this holiday season.

RAN IN: United States

CLIENT
American Red Cross

Selma Bouhl, VP, Brand Marketing and Creative Services
Chris Andrews, Manager, Brand Marketing

AGENCY
BBDO New York *Lead Agency

Damjan Pita, Digital Creative Director
Toygar Bazarkaya, Executive Creative Director
David Lubars, Chief Creative Officer
Tom Markham, EVP, Executive Creative Director
Derek Harms, Digital Creative Director
Eric Berg, Executive Interactive Producer
Kathryn Brown, EVP, Senior Account Director
Emily Morris, SVP, Account Director


SUMMARY

The holiday season is always a critical time for the Red Cross, but in 2014, we faced unique challenges: almost two-years of blue skies (no major disasters, fewer donations), coupled with an aging donor base. Interested in addressing both by impactfully reaching a future generation of donors, we developed a whole new way to share.Hope.ly - a link-shortening tool with a twist. Despite $0 in media, hope.ly links earned almost 1MM clicks in December, raising much needed awareness for them; proving simple utility could be so much more.

CASE VIDEO


Hero Medium: Interactive/Online

Medium Featured On Video: Interactive/Online, PR, Social Media

Audience: New Audience

Objectives: Increase awareness

Type: Business to Consumer

Classification: National

Language: English