American Red Cross Brings Hope When Needed Most This Christmas

Each year, over 300,000 volunteers power the American Red Cross, responding to an average of 65,000 disasters nationwide. This holiday season, BBDO is launching a poignant campaign to increase donations for disaster relief while spotlighting the critical role volunteers play in their mission. 

The film tells the story of a family seeking shelter after a devastating natural disaster. In a powerful twist, the film reveals how dedicated and selfless American Red Cross volunteers really are. The closing message drives home the call to action: “They’re relying on her. We’re relying on you. Please Donate.” 

Given all the recent events, the film really hits home, especially for certain members of the creative team. The director, Anthony Frattolillo, and his family had to evacuate from the California forest fires in 2020 and spent time in a shelter. And BBDO creative director, Greg Gerstner, had to evacuate in 1999 during Hurricane Floyd as overflow from a raging nearby river reached his family home. 

“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.” said Selma Bouhl, vice president, marketing strategy and creative services, American Red Cross.

“The American Red Cross responds to an average of 65,000 disasters every year – and while most of us are aware of 'hurricane season,' many home fires and other disasters happen to unexpecting families during the holidays.” said Damon Garrett, group planning director, BBDO.

“This script was born out of the human insight that Moms are so often the rock of the family – selfless and strong. It gave us the right amount of leverage to provide a rewarding twist.” said Mauricio Mazzariol, creative director, BBDO.

“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.” said Greg Gerstner, SVP, senior creative director, BBDO.

“It’s such a simple, powerful story; it was our responsibility to communicate it with honest clarity.” said Anthony Frattolillo, director, One Free Play.

“We wanted to engage the viewer in a tactile, visceral experience, grounding them in the reality of the emotional and physical dislocation that our cast was experiencing.” said Anthony Frattolillo, director, One Free Play.