Red Cross plans disaster preparedness cause campaign

WASHINGTON: The American Red Cross plans to target moms and small businesses when it launches a cause marketing campaign on September 1 with Clorox and FedEx to raise awareness about disaster preparedness.

WASHINGTON: The American Red Cross plans to target moms and small businesses when it launches a cause marketing campaign on September 1 with Clorox and FedEx to raise awareness about disaster preparedness.

The ongoing effort will use social media and traditional media to encourage the public to prepare for emergencies, said Mark Ferguson, officer of corporate partnerships for the Washington-based nonprofit.

“We're trying to make preparedness really simple and really interesting,” he added. “People tell us now that it's just too daunting to prepare for emergencies, that they don't really know where to start. We're trying to make it easy for people.”

The Red Cross is reaching out to trade media, business media, and the major daily newspapers in advance, and has plans for an SMT with national and regional outlets on September 11, led by campaign spokesperson Jamie Lee Curtis.

It is also reaching out to mom bloggers, as well as bloggers who cover marketing and advertising and nonprofits, and Spanish-speaking bloggers who have a Hispanic audience, noted Jennifer Lubrani, a media coordinator for the Red Cross' communication and marketing department.

The goal is to reach mothers, with children who are 18 years old or younger, through partner companies like Clorox and FedEx using the Red Cross Web site or social media channels like YouTube, Flickr, and Facebook.

“Moms are especially receptive to our preparedness position,” said Ferguson.

Clorox, which created a preparedness guide for the campaign Web site and is planning to launch a media relations campaign later this week, is working with Ketchum on an RMT and mom blogger outreach to raise awareness about preparedness, said David Kellis, senior PR manager for the company.

The campaign was coordinated in-house by the Red Cross, said Ferguson. It is not working with an agency.

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