Not for Profit Ad 2

Redcross

Created by:
CW Network and Alloy Media + Marketing

Launched:
2009

Media used:
Print

Appeal:
Emotional

Analysis:
In this case, Red Cross is seen to collaborate with the producers of 'The Vampire Diaries' to use the anticipation generated by the soon-released series as an opportunity to promote and increase awareness regarding blood donations among their target market, who are students in schools and colleges around the United States (ABC News ,2009).

Like several advertisements analysed previously, the timing of the vampire-themed advertisement is compliments the recent 'vampire' trend caused by the screening of the 'Twilight' series to provide the ad with a stepping stone in terms of attracting attention.

According to an article published by the American Red Cross (2009), the ad is used to gain attention and connect to the students instead of 'pushing' them to donate blood. This is evident as the ad itself did not provide much information other than the contact details of the American Red Cross.

Instead, the ad is intended to attract students to the blood drive, which will provide refreshments, exclusive TV footage of 'The Vampire Diaries' series and special promotional items to cultivate the participation of students with the campaign (American Red Cross, 2009).

References:

1. ABC News (2009). A Vampire Ad to Encourage Blood Drives. Retrieved May 8, 2011, from http://blogs.abcnews.com/theworldnewser/2009/08/a-vampire-ad-to-encourage-blood-drives.html
2. American Red Cross (2009). Starve a Vampire. Donate Blood. Retrieved May 8, 2011, from http://www.redcross.org/portal/site/en/menuitem.1a019a978f421296e81ec89e43181aa0/?vgnextoid=1047c823c9253210VgnVCM10000089f0870aRCRD