SOURCE: Publicis & Hal Riney

August 20, 2007 14:00 ET

Following Successful Launch, Riney Executes Second Phase of Earthquake and Disaster Preparedness Campaign for American Red Cross Bay Area Chapter

Next Phase of Integrated Campaign Kicks off With Simulated Earthquake Damage in the Heart of Downtown San Francisco

SAN FRANCISCO, CA--(Marketwire - August 20, 2007) - Publicis & Hal Riney, in partnership with its client, the American Red Cross Bay Area chapter, launches the next round of work from its comprehensive, integrated advertising campaign titled "What Do We Have to Do to Get Your Attention?" The program is part of the humanitarian organization's "Prepare Bay Area" project and launches today at 12:00 p.m. in San Francisco's Union Square. In addition to a press conference hosted by American Red Cross Bay Area CEO Harold Brooks, there will be an official unveiling of "Super Crack," a chilling special effect depicting a 60-foot crack ripping through one of the city's prime tourist spots following a major earthquake. Also launching today, the Riney team has developed bus shelter ads using a shaking camera technique to put commuters into a disconcerting earthquake experience.

Following its successful launch last spring, the next phase of the campaign continues to use a provocative approach to get the public thinking about the possibility of an emergency and then to take action to get prepared. The launch included simulated earthquake damage to the Ferry Building and Market Street on a 22-foot wide mobile billboard. This powerful campaign, using the "Be Prepared" tagline, is the local chapter's most aggressive to date, designed to drive Bay Area residents to immediate action by leveraging a wide spectrum of traditional and nontraditional media.

"We realized some people just aren't listening to our message about being prepared, and Hal Riney has greatly helped us in getting the word out in a much more edgy and powerful way," said Brooks. "Throughout this campaign, we've noticed a rise in our website visits and preparedness course registration."

The new work builds on the "What Do We Have to Do to Get Your Attention?" idea and takes an aggressive approach to inciting Bay Area residents of all ages to get prepared for the next catastrophic event. In addition to "Super Crack" and bus shelter ads, Riney will launch new print, online and guerilla marketing components in coming weeks as part of the latest round of work. In addition to developing the idea and all creative, the agency also reached out to contacts across the industry to secure donations of talent and production costs that will make execution of the full campaign possible. Specifically, Doyle Keeton Jr. and Clear Channel Outdoor partnered with the Red Cross to provide support in executing "Super Crack," and CBS Outdoor donated free bus shelter space in the Bay Area to execute the shaking camera component of the campaign.

The Red Cross tasked the Riney team with finding a provocative way to make Bay Area residents think and take action to get prepared. The need for preparedness was thrust into the spotlight following recent surveys finding that 83% of local residents are not prepared for an emergency. The USGS predicts a 62% chance that a catastrophic earthquake will hit the Bay Area in the next 30 years, and the recent 4.2 magnitude earthquake on July 20 is a reminder of this fact.

"We got some great feedback on the mobile billboards launched with this campaign last spring, which really reinforced the impact of a disruptive approach," said Dominic Goldman, Creative Director at Riney. "This new piece is another example of how far we feel we need to go to get people's attention and get them to prepare for the next earthquake. Having this unique opportunity to create a giant crack through one of San Francisco's most famous locations is really exciting."

About Publicis & Hal Riney

Hal Riney is a full-service creative boutique headquartered in San Francisco, wholly owned by Publicis Groupe, the world's fourth-largest communication group. Riney's advertising clients include well-known brands such as U.S. Cellular, Hungry-Man, Vlasic, Blue Cross and Blue Shield (WellPoint) and AAA.

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