Case Study

Prepare Bay Area Media Campaign

Directed by Bruce Burtch

The American Red Cross Bay Area (ARCBA) spans six counties: Alameda,

Contra Costa, Marin, San Francisco, San Mateo, and Solano, a service area for 4.5

million people in the Bay Area.

ARCBA undertook the most comprehensive non-governmental public service media

campaign ever launched in the Bay Area to raise emergency preparedness:

Prepare Bay Area (PBA)

ARCBA’s 2006 Bay Area Preparedness Baseline Survey Found:

Only 6 % of Bay Area residents were

prepared for a major disaster.

Year One Campaign

Warning, There is No WarningGet Ready Now. We’ll Show You How.

• Two full page ads in San Francisco Business Times

• Full page, half and quarter page, SF Chronicle• Full page, half page San Francisco Examiner• Contra Costa Times, Oakland Tribune, San

Mateo, etc. • Much, much more.

Donated Public Service Print Ads

60 member stations donated:

• Two 30-second announcements per day, per station, over a four week period

• 840 spots ran each week • Total of 3,360 announcements • Spots were scheduled in commercial inventory time• Radio campaign had a cash value of approximately:

700,000$

Northern California Broadcasters Association

• Felipe Alou, Manager SF Giants• John Miller, San Francisco Giants & ESPN Baseball• Mike Nolan, Manager, San Francisco 49ers

Radio Spots Featured

Donated PSA showings on 125 Screens in 15 major theaters throughout Bay Area

Century Theatres

Shopping Bags

150,000 PBA/Red Cross shopping bags were distributed free-of-charge in Marin Countyby United Markets.

• Jerry Rice, NFL legend and dancer extraordinaire• Baron Davis, Golden State Warriors. Point Guard• Rita Moreno, winner of Academy, Grammy, Tony and

Emmy Awards and President’s Medal of Freedom• Louise Lu, Miss Chinatown 2006• Johnny Wilson, youngest ever to swim SF Bay from

Alcatraz to SF

Donated TV Spots

$1,250,000

All creative services and media placement for the campaign

were donated

Total Value of 2006 Campaign

2007 Bay Area Survey after one year of PSA Campaign:

17% of Bay Area residents were

prepared for a major disaster

Year Two Campaign

What do we have to do to get your attention?

But how do we do that?

• A bit of shock and awe

• Stark reality: this could really happen!

•Traditional Media: PSA’ s

• In-Your-Face Guerilla Marketing

Extraordinary Pro Bono Partnership formed with Publicis & Hal Riney

Photorealistic disaster mobile billboards cause unprecedented national and

international attention

“Shaky Camera” Outdoor Billboards

Crashed Cabs!

Super Crack!! – On Union Square60’ X 10’ August, 2007

Super Crack

!!Off The Charts

( : Which trans lates to Far more than las t year but impos s ible to / .) es timate with all the national international coverage

Total Value of 2007Campaign

2008 Bay Area Survey after two years of PSA Campaign:

24% of Bay Area residents were

prepared for a major disaster

Bay Area Preparedness Increases:

2006 6 % (baseline)

2007 17%

2008 24%

A 300% increase of people prepared!!

Disaster Preparedness Deficiency SyndromePrint PSA Ad

“Give the Gift of Preparedness”First gift catalog in Red Cross Bay Area history

• 16 page four-color catalog• Giving Opportunities• Feature Products• Estimated readership of 250,000 • Inserted into Benefit Magazine• Wells Fargo Lead Sponsor

Red Cross Gear Apparel and Merchandise Line

Designs created by:

Academy of Art, San FranciscoGap, Inc.

ARCBA Marketing Team

Thank You

No portion of this presentation or its contents may be copied or reproduced in any form without the written approval of the American Red Cross Bay Area Chapter