Each year, over 300,000 volunteers power the American Red Cross, responding to an average of 65,000 disasters nationwide. This holiday season, BBDO New York has launched a poignant American Red Cross campaign to increase donations for disaster relief while spotlighting the critical role volunteers play in their mission.

The centerpiece film in this campaign--"Shelter Mom" directed by Anthony Frattolillo via production company One Free Play--tells the story of a family seeking shelter after a devastating natural disaster.

In a powerful twist, the PSA reveals how dedicated and selfless American Red Cross volunteers really are--in this case a mother separated from her family while helping other families in a time of need. The closing message drives home the call to action: “They’re relying on her. We’re relying on you. Please Donate.”

Given all the recent events, this spot really hits home, especially for certain members of the creative and production team. Director Frattolillo and his family had to evacuate from the California forest fires in 2020 and spent time in a shelter. And BBDO New York creative director Greg Gertsner had to evacuate in 1999 during Hurricane Floyd as overflow from a raging nearby river reached his family home.