1881 'American Red Cross Fashion' Branding Strategy

1881 is a line of functional apparel and lifestyle consumer goods created to revitalize the brand image of the American Red Cross (ARC) with the message of "Active Caring."  ARC has close to 130 years of disaster response and preparedness since it was founded in 1881; however, ARC has faced challenges in reaching young generations, especially Generation X and Millennials. To help these generations practice the mindset of preparedness, these products are focused on daily safety and emergency readiness, so the consumers can be in control when unexpected events happen: emergency contacts/personal medical information on sleeves, scarf/gloves with a flat whistle attached, handkerchief/bandana with CPR instruction illustrations, etc.

Contact: Katherine Bennett: kbid@mac.com

Credit: Koo Ho Shin of Art Center College of Design for American Red Cross