Each year, the American Red Cross responds to 65,000 disasters across the U.S., powered by over 300,000 volunteers.
This holiday season, BBDO North America and director Anthony Frattolillo have launched a heartfelt campaign to encourage donations, spotlighting the indispensable role of volunteers in bringing hope to families in crisis.
The campaign centers on "Shelter Mom — Real heroes, real hope," a moving short film depicting a family displaced by a devastating natural disaster.
In a twist, the narrative reveals the selflessness of an American Red Cross volunteer who provides solace and stability during their darkest hour.
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Selma Bouhl, VP of marketing strategy and creative services at the American Red Cross, expounded on the heart of the campaign in a statement:
“The holiday season is a time of peak generosity — when Americans feel inspired to give and share. With the memory of Hurricanes Helene and Milton still vivid, this spot serves as a powerful reminder that disasters can strike at any moment, and those affected rely on the American Red Cross to help.”
For Frattolillo and other members of the creative team, the project holds deep personal significance. Having experienced the California forest fires in 2020, Frattolillo understands the fear and uncertainty of displacement.
Similarly, BBDO Senior Creative Greg Gerstner's own family had to evacuate during Hurricane Floyd in 1999.
“Several members of our team have experienced first hand the impact of natural disasters. This commonality brought a profound sense of purpose to everyone involved,” he shared.
The campaign also sheds light on less-publicized disasters, such as home fires, which frequently occur during the holiday season.
“We wanted to make viewers feel the tangible, visceral dislocation of the families we serve,” said Frattolillo.
The film aims to connect with viewers by grounding its narrative in the universal strength and resilience of mothers, as noted by Mauricio Mazzariol, creative director at BBDO.
The campaign shows how powerful storytelling can be in marketing, using real-life experiences to truly connect with people and inspire them to support a cause that matters.
More Than Just a Volunteer
The 90-second short film opens with a family in the aftermath of a disaster, with the mother hugging her two children telling them it's going to be okay.
They drive away from the wreckage, while the little girl looks back at what used to be their home.
The family walks into an American Red Cross shelter, where a volunteer greets them, and the family starts to wash up in the bathroom.
The family settles into an area in the shelter as volunteers hand out food items to the family.
Then, we see the mother receive a call and find out that the woman we assume to be the mother shown with the family throughout the ordeal isn’t actually the mom but an American Red Cross volunteer.
The closing message, “They’re relying on her. We’re relying on you. Please Donate,” powerfully underscores the importance of community support during times of need.
The film is a testament to the power of storytelling and how creativity can drive emotional impact, encouraging donations for a meaningful cause. Campaigns like these highlight the expertise of top creative agencies that specialize in bringing emotional narratives to life and inspiring action.
Through the campaign, the American Red Cross and BBDO hope to inspire a wave of donations this holiday season to empower their emergency response and support mission.
Previously, BBDO created memorable campaigns like Royal Mail's "Send It Your Way," using relatable stories and smart marketing to show how small conveniences can build customer trust.
