The American Red Cross needed a shift in how it connects with African-American communities. While recognized as a leader in disaster relief, the organization faced challenges with trust and relevance due to a historical gap in engagement with African-American communities. Our task was to reposition the American Red Cross as a trusted, culturally aligned partner in health, especially in addressing critical issues like sickle cell disease.

We repositioned the American Red Cross as a partner in wellness by integrating it into key cultural spaces—sports, music, wellness, fashion, and entertainment. Through community-centered storytelling, we highlighted the life-saving impact of blood donation within the Black community, fostering trust and relevance beyond disaster relief.

Our campaign generated over 116,000 views and nearly 2,000 likes, fostering meaningful digital engagement. More importantly, we inspired real-world action, resulting in 83 units of blood donated—directly benefiting individuals in the Black community facing health challenges like sickle cell disease. This campaign strengthened the American Red Cross’s role as a trusted partner in health and equity, showing the impact of purpose-driven, culturally attuned engagement.