The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of volunteers and the generosity of donors. It provides disaster relief, lifesaving blood, training and certification programs, as well as help for military families and international services.
Among the many programs of the Red Cross is an international mission to reconnect family members who have been separated as the result of a crisis. This includes events like armed conflict, disaster and migration. The organization wanted to reach Spanish language speakers with information about the services it offers.
By using a story-telling technique, the Red Cross developed a release that by example demonstrated the use of the Red Cross reconnection service. Distributed in Spanish language to over 700 outlets through NAPS, the story format also included specific information about who could use the service and provided a hyperlink to an online location where a request for help could begin.
This feature got 706 known placements, including 14 in print. This appeared in all 50 states, with a readership of 4.8 million and on sites with 44 million unique visitors cumulatively. About 40% of placements were in the top 50 markets, 52% were in the most populous third of the states and 36% were in the wealthiest 25% of states.
NAPS provides an easy, cost-effective method of getting your story out to nearly every newspaper in the country. Instead of just covering the same newspapers everyone else in America is trying to get into, you give your top story to practically all of America’s mass media outlets, in a format that editors can easily use immediately. We cover over 700 Hispanic newspapers in the U.S., Puerto Rico and Mexico, with over 30 million in cumulative circulation. This offers a potential to reach the 40 million U.S. Hispanic people who account for $428 billion of buying power and 13.4% of the U.S. population.