To raise money and awareness for the 125-year-old American Red Cross, the organization is selling new T-shirts at the Red Cross Store at www.redcross.org.
The shirts show images of such historical icons as Clara Barton and otherwise convey the organization's founding principals while also reflecting a modern, hip style intended to appeal a new generation of Red Cross supporters.
Idea: By holding fashion shows with volunteer models at Arizona State University (November 27) and the University of Miami (December 5), students will see the Apparel for Life T-shirts firsthand and, the Red Cross hopes, tell friends elsewhere on campus and at other schools. Depending on the success of the shows, RedPeg may organize similar events at other schools, said Carole Zdobysz, RedPeg account supervisor. At the shows, eight volunteer models - six female and two male - will wear one of eight T-shirts on sale.
Tools: Each school will have eight to 10 paid "brand ambassadors" who will run a viral marketing push employing campus blogs, Evites, listservs, and Facebook pages to encourage attendance at the outdoor fashion shows. "As you know with Gen Y, getting on the [Web] and blogging is a popular way to get them to spread the word," Zdobysz said. "We'll also have an e-photo component, so that people can get their picture taken and have it forwarded, along with a link to the online store, to any of their friends and family."
Measurement: Success will be based in part on attendance at the fashion shows, hits to the Web site, number of participants on the blogs, and a simple, opt-in survey linked to the e-photo service.
Organization: American Red Cross
Campaign: Apparel for Life Fashion Shows
PR team: RedPeg Marketing
Launch: November 27 and December 5, 2006