American Red Cross®
How do we reposition the most recognized 501c3 around what people need most but expect least?
The American Red Cross had 4 pillars to its brand. The brand was losing support publicly, and financially. Disaster Relief (donation only) was the most known pillar, while preparedness (donation and a revenue stream) was struggling for engagement.
People were not donating. And they also weren't engaging in purchasing preparedness tool kits or accepting the essential preparedness education and walk-throughs that volunteers all over the globe provided.
Research showed something unexpected:
When asked, no one demonstrated rejecting preparedness training or tool kits. They weren't angry.
They just didn't even recall being asked.
Preparedness as an overall pillar was invisible, hidden behind Relief, which was so public, and so visible.
Lost in the shadows of the dramatic impact AFTER disaster hits,
the question wasn't “why don't you want to engage in Preparedness efforts”.
It was “Are you aware of how much risk you can prevent for your loved ones if you are prepared?”
The Preparedness Pillar wasn't failing because people didn't want it.
It was invisible, lost in the shadow of a 98% recognized global brand, positioned for aftermath, vs. prevention.
The approach
01
Global User Research
User centered research methodology drove carefully constructed custom surveys and interviews to prove out the brand platform and identify critical gaps that went undetected for years in standardized testing.
02
Inclusive Nuances
Identify 3 critical gaps related to the crucial nuances of visible and invisible diversity - factors that did not factor from a marketing and communications perspective, but mattered a TON out in the field.
03
Strategic Imperatives
Deep critical insights and strategic imperatives serve as a foothold - not just for Preparedness, but for the whole American Red Cross Brand.
04
Repositioning Preparedness
Getting the whole organization prepared to consider let alone approve a repositioning made the difference in adoption and implementation, for staff, volunteers, partners, donors and beneficiaries.
The result
4 Words; 1 Tag Line; 100% Acceptance
95% engagement Global Community Impact
What changed
Understanding motivation
The preparedness education team now understands what motivates individuals to take steps to be better prepared before disasters and emergencies.
Applied knowledge
Insights were applied directly to the Be Red Cross Ready program with measurable improvements.
Brand-wide foundation
The findings became a foothold for strengthening not just Preparedness, but the entire American Red Cross brand.