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.