“What do we have to do to get your attention? Be prepared. Visit redcrossbayarea.org.”
I always thought this would be one of the worst tag lines ever. What’s going on if a copywriter need this kind of message?
In this case it’s different: an aggressive approach to inciting SF Bay Area (USA) residents of all ages to get prepared for the next catastrophic event. Online, guerilla and viral tactics will be launched in the coming weeks, and production on the next phase, including print, television and radio ads, will begin next month.
“When we started working on this project, it was unbelievable that all but 6% of those who are living in the Bay Area have managed to stay in a state of denial about the likelihood of a disaster,” said Mark Sweeney, Group Creative Director at Riney, the agency who developed the campaign. “Even more amazing was the fact that the Red Cross had already invested significant time and money, leveraging celebrity support and a ton of free media, to increase preparedness. The idea for this campaign really came out of the disbelief and exasperation resulting from continued denial despite all those efforts.”
“Having relocated to the Bay Area from the UK just two years ago, it was clear that my earthquake paranoia was in contrast to my colleagues, who have lived here for years and didn’t seem too worried about it,” said Dominic Goldman, Creative Director at Riney. “That contrast in attitudes made us realize that we really needed to disrupt all the people who had become indifferent to impending disaster. The client sort of needed to take the gloves off with an idea that would stop people in their tracks and not allow them to take another step without deciding to get prepared.”