Everyone knows what the Red Cross does in major disasters, yet few seem to understand what the American Red Cross in Greater New York does for New Yorkers day in and day out. This lack of awareness was dampening fundraising efforts, and the sheer number of departments in this multifaceted organization made communications unwieldy.

ClearAgenda structured a program that brought all departments together to define the brand in New York. We devised a framework and toolkit that helped each department write and design more consistent and well-focused materials. We also created major community outreach materials, both before and after 9/11, including the “Together We Prepare” CD that has fulfilled the brand promise for thousands of New York families.

Chief External Operations Officer,
American Red Cross in Greater New York

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Brand Notebook

Pages from the Red Cross Brand
Notebook, a comprehensive toolkit

for all Red Cross communications.

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Interactive CD

In an emergency, you’re only helpless if you don’t
know what to do. “Together We Prepare” is a highly
interactive CD designed to give New Yorkers the tools—
and the confidence they need to face emergencies
large and small.

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Film

We created a film documenting the enormous
efforts of staff and volunteers in the wake of 9/ll.
(We would like to thank the Southeastern Pennsylvania
Chapter of the American Red Cross for their help with
footage and music.)