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With a message in hand, the next decision was how to get it out to moms. “We knew that moms are really active online,” said Mark. Thus, the campaign centered on www.redcross.org/domore, and all of the other online and offline tactics pointed back to that page.

The Red Cross also wanted to emphasize that each family is different, so what's in their emergency kits should be different too. Thus, one of the key components of the website was a game called Prepare 4 that helped you build your own personalized kit.

“One of the goals was to make disaster preparedness simple and interesting,” said Mark, “not just a brochure or a ho-hum shopping list. We wanted something interactive and friendly.” During the game, you'd answer questions that helped you build a kit that was customized for your family, right down to including something fun for the kids to do while the power is out. At the end of the game, your list of items was emailed to you so that you could go gather up the items from around your house and go shopping for what was missing.

You could also share what you included in your personal kit with others in a My Kit section, as spokesperson Jamie Lee Curtis did on the site via video. The selection of Curtis as the spokesperson was another move that connected well with moms.

The Red Cross also reached out to “mommy bloggers” who had blogged about disaster preparedness before. They pursued coverage in traditional print magazines focused on women and parenting. Marketing partnerships with Clorox and FedEx (brands many moms use regularly) rounded out the campaign channels.