GSD&M Idea City launches new Red Cross Ad - Pro-Bono ?
We truly hope that GSD&M did this pro-bono. We donate money to the Red Cross each year… we hope that GSD&M didn’t profit from our donations that were meant to go towards the people the Red Cross helps… and not to some random ad agency…
WASHINGTON, Jan. 29 /PRNewswire-USNewswire/ — The American Red Cross recently launched its new national public service advertising (PSA) campaign called Change a Life, which includes print, television, radio, online, out-of-home components in both English and Spanish.
The Change a Life campaign demonstrates how lives are connected through the American Red Cross. Extensive consumer, donor and internal research informed the campaign, which was spearheaded by Austin, Texas-based advertising agency GSD&M Idea City. Idea City developed the overall campaign concepts; it also produced and delivered the print, online and out-of-home components. Silver Spring, Maryland-based Rafferty-Weiss Media produced and directed the television and radio spots.
Eight print public service advertisements feature Red Cross volunteers and staff from Dallas, Texas, and five 30-second television public service ads feature Red Cross volunteers and staff from Atlanta, Georgia, where the spots were filmed. Actress and American Red Cross National Celebrity Cabinet member Elisabeth Rohm, provided the voice over for these ads.
The American Red Cross relies on the generosity of the media to share its message with the public through donated advertising space and air time. The Red Cross has shared the Change a Life advertising materials with thousands of television and radio stations, magazines and newspapers, outdoor companies and online sites in markets throughout the United States.
“Placing Red Cross public service advertisements is a way for the media to demonstrate corporate values and to share the Red Cross message with people in America who want to give or need to get help,” said Andrea Koslow, director of national advertising for the American Red Cross.
I understand the sentiment, but consider this: if every single dollar donated to the American Red Cross was donor-restricted to the Disaster Relief Fund, where would the money come from that funds the mechanism that puts that donated money to work?
Unrestricted donations, on the other hand, help victims of disaster, yes, but that money also helps to teach live-saving skills such as CPR and First Aid. It helps the Red Cross’ Armed Forces Emergency Services provide a vital communications link between our servicemen and women and their families at home. Your donations also train lifeguards, babysitters and helps provide community educational programs on fire safety and blood-borne pathogens.
Further, unrestricted contributions are used to develop ad campaigns, such as Change a Life, that are aimed at increasing awareness and raising money, in effect turning $1 into $100 (or more).
So, if some of your donation went into this campaign, and the campaign results in increased contributions, would your money not eventually help someone in need?
Just my 2 cents.
I understand… the money is spent to increase donations… fully understood…
but the problem I have with it in principle… I am donating money to help during disasters… I am not doing it to run 30 second spots… GSD&M should donate the work as well…. I donate my money… they should donate their time…
If a disaster strikes in the hometown that GSD&M is located… the first responders would be the Red Cross…. It’s not something that agencies should look at as a profit center.
The Red Cross is a paying client of Idea City.
So am I the only one that finds this offensive?
In the interest of full disclosure, I’m a disaster volunteer, instructor and board member with a local chapter and not a paid staffer.
I know this may not help, but the Red Cross does not allow its units to pay to run ads. Billboards, radio and TV advertising are handled either through the Ad Council or through in-kind donations.
Another technicality, I know, but Red Cross volunteers and paid staff are emergency responders, but not First Responders. It’s a subtle but important difference. We don’t put ourselves in harms way, and we don’t have lights and sirens, so we don’t get to be called First Responders
To be fair, we don’t know the details of the contract with GSD&M. It’s likely that GSD&M is discounting their services and only covering their costs.
You’re certainly not alone in believing that if you donate for disaster relief the money should be used for that purpose. In fact, the issue of restricted donations is at the very heart of the Red Cross’ current $200 Million disaster budget deficit. The Red Cross has plenty of money, it’s just donor-restricted in ways that actually prevent the money from being used for most disasters.
You indicated that your intention is for your donation be used to help during disasters, but are you stating that when you donate? Are you placing “So. California Wildfires” or “Disaster Relief Fund” on your check or are you simply donating to the Red Cross and assuming that the money goes into the Disaster Relief Fund?
Since 9/11 the Red Cross has been very careful to honor donor intent. If you clearly specify that your donation is to be used for X then that money is restricted and may only be used for that purpose, even if there is no need for that money.
Unrestricted donations, on the other hand, go into the general fund and can be used anywhere within the organization. The money might go to help that family that lost their house last night, but it may also go to training, equipment, or to help get a serviceman home in time for the birth of his first child.
Thank you Bill for allowing us a stronger understanding of how the Red Cross works..
When we donate we never restrict the allocation of funds, that being stated… we also sort of ran under the assumption that if a Hurricane strikes Miami, Earthquake hits California or if a Nor’easter rips apart the East Coast the Red Cross would be assisting everyone with the funds we gave them.
Now from my understanding of what you wrote, the unrestricted funds can do much good, such as the examples you pointed out such as training, tools and good deeds to help families, but it also appears that part of this money goes to GSD&M … whereas in my opinion .. again this is just my opinion … it would be better spent on anything but handing it to an Ad Agency.
It’s tricky on the donations part though.. I want it to go into the unrestricted funds… I want everyone in the Red Cross to have the proper tools to respond.. but I am really unsettled with the concept of part of that money just going to an ad agency…
The fault is not with the Red Cross… it is with GSD&M … they should be donating this…
I guess the best way to say it is that I donate my money to the Red Cross and you donate your time to the Red Cross. Why is it that GSD&M can charge when you and I donate?
Trust me, I get your point In fact I wish more companies that we do business with would cut us a break and take a tax donation. Like the power and gas companies, landlords, cable/internet providers, oil companies, office supply companies… ;)
Feb 6th, 2008 at 11:38 am
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