American Red Cross Case Study

Overview

An estimated 10,000 Americans die unnecessarily from blood-related diseases every year, but the scientific community has made enormous strides to identify new life-giving treatments. For instance, the blood left in the umbilical cord after a baby is born has been found to be a rich source of stem cells, which are used in transplantation to cure certain diseases, incuding leukemia and sickle cell anemia.

Execution

Working on behalf of the American Red Cross, Dan led the team responsible for launching a nationwide system of cord blood banks.

The team developed easy-to-understand media materials and arranged educational briefings with the people research showed moms-to-be would trust the most on childbirth issues: doctors, nurses and Lamaze instructors. We also coordinated a launch event that gained attention in newspapers across the country.

Results

The successful campaign attracted large numbers of donors and was emulated throughout America. It also helped secure Paul Allen, whose $4 million donation made the system possible, a slot on Worth magazine’s list of top philanthropists.