2 Steps 2 Minutes

ARC raised funds & awareness for its Home Fire Safety Program through a campaign including digital content, talent collaborations, media partnerships, & event.

Branded Content
Event Activations
Paid Media
Publicity
Strategy
Talent Procurement

The Challenge

The American Red Cross engaged FV to mobilize a young millennial donor group, raise awareness of the ARC Home Fire Safety program, and inform consumers that more lives are lost in Home Fires than all domestic natural disasters combined.

What We Did

The campaign Two Steps Two Minutes was created and featured several non-traditional partnerships. The platform launched with a light-hearted PSA starring top YouTube influencers. The program continued and leveraged partners like Reveal Project with talent-curated merchandise and Charity Network, Prizeo, and Charity Buzz with talent-driven experiences- all of which raised funds for ARC. The campaign culminated in a live event “telethon for the digital age” that raised additional funds and was supported through media outlets WhatsTrending, iHeart Media, and streaming partner Twitch.