The American Red Cross had a problem: only 4% of eligible Americans were Red Cross blood donors. Their current advertising simply wasn't doing its job. To succeed, two things were needed. First, people had to believe their contributions would make a real difference in someone's life. To overcome apathy, inertia, or just plain skepticism. Second, it was critical to avoid the all too common sins in issue advertising. You cannot insult, shock, embarrass or browbeat people into giving. It turns people off, and they then tune out.

The Red Cross advertising is a celebration of the difference a donor can make in someone's life. It connects with people on a very personal level by reminding them of the real gifts of extending life. The television commercial, an all type rendition of the print ads, allows each person to picture the scenes exactly as they would like to see them. Radio did the same thing, with a long list of volunteer voices like President Ronald Reagan and Paul Newman giving the message even greater importance. The campaign was enormously successful with the Red Cross field personnel, who are the key to getting the advertising placed.

The head of continuity clearance at the ABC Network said, "If a picture is worth a thousand words, these few remarkable words are worth a thousand pictures. This spot will run on ABC." Twelve months worth of advertising materials supplied to the Ad Council were gone in just two weeks. One corporation that was about to drop its blood program saw the campaign, and changed its mind. And blood donations went up. And up.