The American Red Cross has launched a home fire awareness campaign called 2Steps2Minutes that aims to save lives from a silent killer that takes more lives each year than all hurricanes, tornadoes and floods combined.
Launched in partnership with millennial-focused media company What’s Trending, iHeartMedia, The Charity Network and Reveal Project, the campaign calls attention to the two steps critical to safely escaping a home fire: 1. practice your home fire drill in under two minutes, and 2. check your smoke alarms each month.
Over the course of the campaign, celebrities and social media influencers will promote the important message of 2Steps2Minutes through engaging digital content, PSAs, social media interactions, celebrity-designed merchandise, exclusive auction items, and one-of-a-kind celebrity experiences, all benefitting the Red Cross’ life-saving mission. The campaign will culminate with the fourth installment of What’s Trending’s “Tube-A-Thon” in April, a social-good franchise and telethon for the digital age, at the iHeartRadio Theater in Los Angeles.
“On an average day, seven of our neighbors die in home fires, and that’s just seven too many,” said Russ Paulsen, who leads community preparedness for the Red Cross. “But we can change that. No miracle, no incredible scientific breakthrough required – just getting the word out and having people take two simple steps. This campaign is a great way to spread life-saving information.”
Internet sensations GloZell Green, Frankie Grande, Bart Baker, Brodie Smith and Brittany Furlan are some of the first digital influencers to participate in the ‘I Can Do It In Two Minutes’ PSA, which encourages people to have a plan to safely evacuate their home in the event of a fire and to check that smoke alarms are working. The PSA was directed by the Brothers Riedell, known for the films Camp Takota and Bad Night.
“From day one, What’s Trending has been committed to social-good programming and bringing the influencer community together to serve as a catalyst for improving the world around us,” said Shira Lazar, co-founder of What’s Trending. “We are thrilled to create a completely original video campaign that is designed to drive action and save lives for the Red Cross.”
iHeartMedia has been named the official media partner for the 2Steps2Minutes initiative and will leverage the company’s spectrum of multiplatform assets to address key aspects of fire safety and prevention. iHeartMedia will launch an on-air and online campaign that includes a series of PSAs and original content recorded by Grammy award-winning a cappella group Pentatonix, 2016 ACM award two time nominee Kelsea Ballerini and iHeartMedia personality Bobby Bones, host of the popular nationally syndicated Country radio program The Bobby Bones Show.
“iHeartMedia is committed to improving the safety and well-being of all of our listeners and their families. By utilizing our company’s key platforms we will provide simple and valuable information about home fire safety and preparedness that will help reduce deaths and injuries by preventable fire accidents — a critical challenge facing the many communities in which we all live and work,” said Alissa Pollack, EVP, Global Music Marketing.
The Charity Network will host one-of-a-kind celebrity experiences across Prizeo and Charitybuzz platforms to raise funds to benefit the Red Cross. The first packages announced include experiences from celebrities including Sheryl Crow, Laura Marano, Scotty McCreery, American Authors and influencers Frankie Grande, Matthew Santoro, Rooster Teeth and Joey Graceffa. Offerings include concert tickets, meet and greets, on-set visits and cameos in social media content.
“As we grow The Charity Network, we’re excited to partner with incredible organizations including What’s Trending, iHeartMedia, and Reveal Project to help champion some of our favorite causes like American Red Cross,” said Todd Wagner, founder and chairman of The Charity Network.
Additionally, Kelsea Ballerini, Alli Simpson, and Troye Sivan have teamed up with Reveal Project to each design limited-edition merchandise. Designs can be purchased at RevealProject.com/2Steps2Minutes.
“We are so excited to be working with the Red Cross and young stars like Kelsea, Alli and Troye who are doing their part to make this a better world and bring awareness to great campaigns like Red Cross 2Steps2Minutes,” said Kathy Raiola, President of Reveal Project, Inc.
The 2Steps2Minutes initiative was built and executed by Nashville-based agency, FlyteVu.
The American Red Cross helps families put the pieces back together after nearly 66,000 disasters a year, the vast majority of which are home fires. On an average day, 7 people die and 36 are injured from a home fire, resulting in over $7 billion in property damages each year. To combat this, in less than 18 months, the Red Cross and its partners have installed over 239,000 free smoke alarms in homes across 3,700 cities.
To see campaign content, check out all auction experiences, find out how you can purchase a limited edition shirt or make a donation, visitRedCross.org/2steps2minutes.