American Red Cross + Boise Paper
American Red Cross + Boise Paper
Video + Social Media
Weather-related disasters and emergencies are on the rise and only 12% of Americans are prepared to care for themselves and their families when catastrophe strikes. We partnered with the American Red Cross and Boise Paper to launch Pledge to Prepare, a campaign to spread the word about how easy it is to make a pledge, a promise and an emergency preparation kit.

The campaign timing aligned with National Preparedness Month and launched with this 90 second mockumentary via social media, internal/external messaging channels, print ads and packaging. All traffic was directed to the American Red Cross Pledge to Prepare landing page. By the end of the month, the video received 46k+ views on YouTube and Facebook and 375+ shares and retweets.
Pledge to Prepare transforms disaster preparedness planning into a quick, easy and effective process through turnkey tools including an interactive online pledge, mobile app resources, a video and a special edition carton of Boise [®] X-9 [®] Multi-Use Copy Paper that can be reused as a preparedness kit.
Creative Direction | Ideation
American Red Cross + Boise Paper
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American Red Cross + Boise Paper

A millennial couple learns how easy it is to prepare for natural disasters—and the household items they're willing to conceal—in this 90 second m Read More
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