'Help America' attempts to address misconceptions about the Red Cross, promoting the fact that it is a non-government organisation and that its role extends beyond disaster relief.
'The challenge has been to articulate to the American public why the Red Cross is deserving of their support,' said senior vice-president of communication and marketing Charles Connor.
In addition to using advertising, the integrated campaign also includes a new corporate message.
For two years, the American Red Cross has emphasised the message of preparedness over activities such as first-aid and CPR instruction and lifeguard training. 'When you help the American Red Cross, you help America. We intend to weave that theme into everything we do,' said Connor.