Challenge: At the centennial anniversary of their water safety program, the Red Cross wanted to drive program enrollments by demonstrating Americans’ lack of basic swimming skills.
Approach: In collaboration with external public affairs agencies and the Red Cross’ own communications team, I designed and fielded a nationwide consumer survey that found that almost half of adults can not meet specific Red Cross criteria for swimming– although far more are confident in their ability to swim.
Result: We showed how Americans’ behaviors are putting themselves and their children at risk. Outreach based on findings led to the organization’s most successful media campaign to date, with an unprecedented reach of 158 million media impressions and coverage by USA Today, The Today Show, and Time, as well as The Onion.
