American Red Cross
The American Red Cross (ARC), a humanitarian organization led by volunteers, guided by its Congressional Charter and the Fundamental Principles of the International Red Cross Movement, is a 501(c)(3) non-profit organization intent on providing humanitarian aid to those in need in the United States of America.
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Situation: Through a combination of neglect and misguided oral education many of the rare blood types needed by the immigrant and minority populations in the United States of America were in short supply. In response, the ARC has sought to educate these communities concerning the need to donate blood. Though the ARC's response has been ongoing, its success with these populations has been inconsistent.
Strategy and Approach: In keeping with our experience with a variety of international communities, Entropi initiated a campaign which sought to empower the populations in question. A suite of materials were developed to address both the diversity of the communities while simultaneously educating. Particular events and media frequented by these groups of people were targeted and used to distribute the necessary information.
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