Red Cross ups Latino outreach

CHICAGO: The American Red Cross of Greater Chicago launched a brand awareness campaign aimed at the city's Hispanic residents. It will get a boost with the introduction of three murals in Hispanic neighborhoods starting September 15.

CHICAGO: The American Red Cross of Greater Chicago launched a brand awareness campaign aimed at the city's Hispanic residents. It will get a boost with the introduction of three murals in Hispanic neighborhoods starting September 15.

The Bravo Group is working pro bono on the campaign, “Mismas Necesidades. Misma Cruz” (“Same Needs. Same ‘Red' Cross”). Community outreach and ads on public transportation began in late August. A second phase of the campaign will kick off in December.

“We did a focus group and found that Latinos, with between five and 20 years of residency in the US, have a strong emotional connection to the Red Cross because of their home-country experiences,” said Maria de los Ángeles Corral, director of marketing and communications for the Red Cross. “But when they come here and don't see us doing what they saw us doing in Latin America, there is a huge drop-off in their understanding of what we do.”

The campaign message, she said, is that the Red Cross is the same as it has always been and is available during times of need.

The campaign partnered with Hoy, a Chicago-based national paper, to run a spread in the monthly parents section, “Padres de Hoy,” and is creating PSAs to run on Univision radio. Red Cross will also participate in several annual Latino events in the city and use its Spanish-language Web site for online outreach.

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