AMERICAN RED CROSS
CLIENT SITUATION
Every two seconds, someone in America needs blood, and since the onset of COVID-19, the need for blood has grown exponentially. Faced with dwindling donations leading up to the holiday season, The American Red Cross partnered with The Change Agent·cy to create a celebrity-led campaign that would encourage both repeat and first-time donors.
OUR APPROACH
Through its longstanding relationships in the music and entertainment communities, The Change Agent·cy secured multi-platinum, country music superstar Martina McBride to serve as celebrity ambassador for the Red Cross’ 2020 year-end blood drive campaign, “Comfort & Joy.” McBride was a true partner in this effort, filming a heartfelt call to action that encouraged country music fans and beyond to give the lifesaving gift of blood.
VALUE DELIVERED
“Comfort & Joy” delivered millions of impressions via national and local media, along with millions in social media impressions, making it one of the American Red Cross’ most successful blood donor campaigns of 2020.
NATIONAL MEDIA HIGHLIGHTS
Hallmark’s Home & Family: Country music star Martina McBride shares a cookie recipe
and explains her partnership with the Red CrossFOX Business: Country music star Martina McBride teams up with Red Cross
People TV: Martina McBride shares importance of blood donations
The Bobby Bones Show: “Tell Me Something Good” segment
Southern Living: Martina McBride’s Sautéed Spinach Recipe is So Easy, Flavorful and
HealthyAmerican Songwriter: Rather Than Dwelling on the Devastating Year of 2020, Martina McBride is Finding a Way to Give Back
Billboard Country Update: Martina McBride launches PSAs
Country Insider: Martina McBride Joins Red Cross For Holiday Blood Donation
OUTCOMES
Nearly 1 million patient lives were potentially helped from more than 946,000 blood & platelet donations the Red Cross collected during promotions in Oct., Nov. & Dec. 2020.
Nearly 60 million Red Cross direct-to-donor tactics were deployed across the nation, encouraging nearly 382,000 donors to schedule an appointment to give blood & platelets.
There were 172 Blood Drives held in 20 states, which collected more than 11,000 units of blood and brought in more than 2,000 first time donors.
Thanksgiving T-shirt promotion & Outdoor Living Experience giveaway contributed to encouraging more than 220K donors to schedule an appointment to give in November.
Martina McBride recognition resulted in a 42% surge in daily appointments on the promotion start date.
CLIENT NEWS
Press Release: Country Music Superstar Martina McBride Partners with the American Red Cross to Urge Blood Donations this Holiday Season