Launch of “INY” Campaign to Recruit 10,000 Volunteers Is a Key Red Cross Month Initiative

NEW YORK, NY, February 27, 2009 – The American Red Cross in Greater New York (ARC/GNY) will mark “March is Red Cross Month” with several key initiatives and events designed to honor the tradition that goes back to 1943 when President Roosevelt, in his role as honorary Red Cross Chairman, declared March to be “Red Cross Month” as a fundraising effort and volunteer recruitment drive supporting Red Cross activities during World War II. Beginning March 2, 2009, ARC/GNY will:

Launch its new “INY” campaign which, in accordance with an agreement from New York State Governor David Paterson, borrows from the iconic “INY” logo. Developed pro-bono by Ogilvy New York, the campaign’s primary goal is to recruit 10,000 volunteers to help prepare for a major disaster in Greater New York.

Featuring current Red Cross volunteers from the Greater New York area, the campaign will serve as a call to action for New Yorkers to “Red Cross New York” through volunteering, preparing for emergencies and donating. With nearly $3 million in donated media secured by Ogilvy and WPP’s media teams, the ads will reach millions of people in Greater New York where they live, work and play with a multi-channel mix that includes out-of-home, digital and print mediums. Additionally, the campaign will have squads of street teams on segways wearing “INY” t-shirts and buttons who will hand out ARC/GNY literature throughout Manhattan and Brooklyn.

Launch an “INY” YouTube campaign with a dedicated You Tube Channel– People who upload videos on how they “Red Cross New York” will receive an “INY” button, and will be entered into a contest to win an “INY” t-shirt.

  • Sponsor an “INY Outreach Day,” on March 25th at Madison Square Park in Manhattan where volunteers and employees will provide passersby with information about emergency preparedness and lifesaving skills training.
  • Kickoff the “HEROES for the American Red Cross” campaign, a grassroots/local effort where individuals, local businesses, schools, faith-based groups and civic clubs pledge to raise $1,000 for the Red Cross. Learn more at
  • Encourage New Yorkers to stock up on preparedness items–first aid kits, emergency “Go Bags,” flashlights, crank radios and more–at a 20% discount at the Red Cross Store–online at and at ARC/GNY Area Office in each of the five boroughs.

For further information, and a complete list of all of March’s activities, go to the RED CROSS Month landing page on

Red Cross Month is full of opportunities for the community to engage with ARC/GNY. We hope the millions of people that we touch during this time will proudly say, “INY”, and reach out to their friends, family, colleagues and neighbors to do the same.

The American Red Cross in Greater New York is a key humanitarian partner and a vital participant in New York’s plans and programs to help the nine million people in New York City and Orange, Putnam, Rockland and Sullivan counties prevent, prepare for and respond to emergencies. ARC/GNY provides immediate aid to as many as 100,000 people each year affected by the 8-10 disasters it responds to every day, including fires, floods, building collapses and power outages.

The Chapter also helps New York residents and businesses prepare for emergencies by offering hundreds of lifesaving courses and emergency preparedness training programs and resources. ARC/GNY is not a government agency, and relies on donations to fund its free humanitarian services. For more information about donating, volunteering and trainiing, call 1-877-RED CROSS (1-877-733-2767), or visit