The VO describes how "blood isn't just needed in a disaster, and that in fact every two seconds someone in America needs blood." The copy correlates with images of people who's lives were saved because of "your blood" donations.
Filosofía
Created a campaign reinforcing ARC's tagline "Together we can save a life". The goal was to empower donors to help the ARC save lives and feel good about themselves; thus making them feel heroic. The continued determination of the ARC to help those in need would only increase their overall image.
Problema
Improve brand perception of American Red Cross and increase number of blood donations. Negative press created distrust in the ARC since 9/11 - the safety of the blood supply was called into question.