Why scroll, binge-watch and take food pics when you can volunteer, says American Red Cross

BBDO New York created campaign to promote the charity's 'Sound the Alarm' smoke alarm drive

Published On
Apr 04, 2022

Editor's Pick

Charity PSAs tend to go for an emotional hit to get viewers engaged, but the latest film for the American Red Cross opts for humor instead.

To rally volunteers to help install smoke alarms in communities in need, agency BBDO New York came up with a catchy song reminding people they will "have time" for volunteering—if only they give up scrolling social media, photographing their food, binge-watching reality TV, looking in the mirror and endlessly redecorating their walls. In the film, inanimate objects—a plate of fried eggs, a painting, pictures in an Instagram feed and a man's eyebrows—hilariously "sing" the lyrics as they catch various folks in such mindless acts, reminding them how they can dedicate their lives to more helpful pursuits. Jess Coulter at O Positive directed.

Diving the film was insight that 70% of U.S. adults are interested in volunteering, but only 25% of them actually follow through. Moreover, 77% of people identify as “high procrastinators.”

The campaign will run on TV, online video, digital and on social media, with the aim of enlisting aims volunteers to install 50,000 free smoke alarms nationwide during the American Red Cross' "Sound the Alarm" events in May. 


Apr 04, 2022
Client :
American Red Cross
Agency :
BBDO-New York
Chief Creative Officer :
David Lubars
Chief Creative Officer :
Greg Hahn
SVP Creative Director :
Roberto Danino
Associate Creative Director/Art Director :
Mariana Oliveira
Associate Creative Director/Copywriter :
Joaquin Salim
Associate Creative Director/Art Director :
Sei Rey Ho
Head of Integrated Production :
David Rolfe
VP Executive Producer :
Sofia Handler
Producer :
Jason Guzman
Music Producer :
Julia Millison
Planning :
Alex Britt
SVP Account Director :
Valerie Sena
Account Director :
Jimmy McNamara
Account Executive :
Darcy McGuire
Production Company :
O Positive
Director :
Jess Coulter
Director of Photography :
Eric Steelberg
Line Producer :
Jason Reda
Executive Producer :
Ralph Laucella
Executive Producer :
Marc Grill
Editing :
Editor :
Nick Divers
Assistant Editor :
Brandon Isralasky
Producer :
Gina Pagano
There Studios :
There Studios
Conform/Finish Company :
There Studios
Executive Producer :
Leslie Sorrentino
Producer :
Richard Shelgren
Creative Director :
Elliot Jobe
Compositor/Grader :
Matthew Rappaport
Post/Telecine Company :
Telecine Artist :
Sofie Borup
Producer :
Alexandra Lubrano
Sound :
Audio Engineer :
Sam Shaffer
Music :

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