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Top 6: March 21st 2007
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American Red Cross: Project "Prepare Bay Area"
Top 6: March 21st 2007
New work from Riney for the American Red Cross Bay Area chapter. This true personality departure for the humanitarian organization kicked off recently with the unveiling of mobile billboards that depict downtown San Francisco locales in disarray following an earthquake. The most interesting part is that the billboard sat in front of the actual live scene to provide an eerie view of what this kind of disaster could do. The pro bono campaign will also roll out print, TV, radio, OOH, online, viral and guerilla tactics over the coming months.
The Red Cross came to us because statistics show that even though there's a 62% chance of a catastrophic earthquake hitting in the next 30 years, 94% of Bay Area residents simply aren't prepared. The Riney team was tasked with waking folks up and prompting some action - the result is what the Red Cross calls its edgiest and boldest campaign ever. Here are some photos of the billboards as well as a viral component of the new campaign featuring empty water bottles passed out downtown.
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