| NEW YORK: Ad agencies are fulfilling their
duties of being responsible corporate citizens. An integrated campaign
from the WPP group agencies OgilvyOne, Ogilvy PR and UniWorld Group
will assist the American Red Cross in launching its largest blood
drive effort this week in the US.
An adweek report says that the budget is estimated at $20 million.
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 promotional literature carry the American Red Cross' familiar
"Together, we can save a life" tagline.
The essence of the campaign will be to convey how little time it
takes to donate blood. The TV 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 honour."
The ad campaign will also 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.
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