Accomplishments
8
Webisodes
delivering important safety information in a fun and memorable way.
1
Successful Campaign
that exceeded the Red Cross's goals for both awareness and fundraising.
$1k
per episode
delivering quality content on a truly "shoestring" budget.
In 2011, the American Red Cross Los Angeles Region launched Prepare SoCal—a three-year campaign designed to take disaster readiness to the next level across Los Angeles County's 272 neighborhoods and communities. The campaign's goals were ambitious: strengthen regional disaster response capacity, engage and empower volunteers, forge community partnerships around preparedness education, and build sustainable disaster logistics and communication systems.
As Senior Art Director at QuantumMethod, I helped the boutique agency successfully pitch Red Cross LA to build out the integrated marketing campaign. The RFP called for a comprehensive advertising toolkit, an integrated launch marketing plan, and a creative, cost-effective strategy to sustain Prepare SoCal over three years—ensuring that catastrophic disaster preparedness became a priority for Los Angeles County residents while meeting fundraising goals. As part of the integrated plan, we developed PrepareTV—eight webisodes designed to present disaster preparedness information in a clever, entertaining, and approachable format that would serve as the foundation for the campaign's social media strategy.
PrepareTV
2012
|
RedCross LA
A Bigger Picture
The Prepare SoCal campaign required a complete marketing ecosystem spanning multiple channels and touchpoints across the Los Angeles region. Beyond PrepareTV, our work included developing a comprehensive advertising toolkit that equipped Red Cross chapters throughout LA County with everything needed to launch and sustain local preparedness initiatives—print templates, digital assets, messaging frameworks, and community engagement materials. We created launch marketing materials designed to generate awareness and momentum across 272 distinct neighborhoods simultaneously, establishing Prepare SoCal as a regional priority from day one—all while keeping production costs manageable for a nonprofit operating at scale.
Beyond building the strategic launch plan, sustainable marketing infrastructure, and campaign assets, we also needed to help Red Cross LA meet their fundraising goals and enhance their fund development pipeline. This work encompassed additional marketing and advertising efforts across both traditional media and digital channels, alongside signature fundraising events carefully designed to engage high-value donors—including an invitation-only VIP breakfast at the Disney Concert Hall. The challenge was integrating fundraising objectives seamlessly with awareness-building efforts, ensuring every touchpoint served both the campaign's educational mission and its financial sustainability.
PrepareTV: Making Preparedness Engaging
Each PrepareTV episode focused on a specific disaster scenario—earthquakes, mudslides, wildfires, heatwaves, home fires, pet preparedness, and yes, even a zombie apocalypse—and recontextualized complex disaster data into simplified, entertaining demonstrations. Think low-budget Mythbusters meets your favorite science teacher: creative experiments involving paint-filled balloons, faux doorjambs, swing dances, and whatever else helped make the point memorable and shareable.
I served as executive producer while handling significant production responsibilities and all editing and post-production work. Jordon Melogranna directed and co-wrote the series with me, bringing our preparedness maven Hilary Anderson to life across eight episodes designed to educate through entertainment. The episodes tackled serious preparedness topics with humor and creativity, making disaster readiness feel accessible rather than overwhelming—exactly the tone needed to cut through and engage a skeptical social media audience.
Creative Success, Strategic Lessons
The webisodes never achieved the traction we envisioned, largely due to Red Cross's decision to pursue a "chance discovery" approach rather than active promotion—a strategic choice that limited the content's reach despite its quality. However, the work itself succeeded on every creative level we set out to achieve: PrepareTV made preparedness fun, approachable, and engaging while maintaining educational integrity and brand alignment with one of the world's most trusted humanitarian organizations.
The series demonstrated that disaster preparedness content didn't need to be dry or overly serious to be effective—it could be entertaining and memorable while delivering critical safety information. While the distribution strategy ultimately limited impact, the creative execution proved that thoughtful, audience-centered content design could transform how nonprofits communicate life-saving information.
Key Accomplishments
8
Webisodes
delivering important safety information in a fun and memorable way.
delivering important safety information in a fun and memorable way.
1
Successful Campaign
that exceeded the Red Cross's goals for both awareness and fundraising.
that exceeded the Red Cross's goals for both awareness and fundraising.
$1k
per episode
delivering quality content on a truly "shoestring" budget.
