Red Cross' 'Packing' Shines Light on the Realities of Holiday Evacuations

Once again this holiday season, BBDO New York and the American Red Cross have launched a new campaign underscoring the urgent needs of families disrupted by disasters—something that occurs every eight minutes across the country, over 7,000 times during the holidays alone.

Running on TV and online through December, the campaign PSA 'Packing' begins with a family that appears to be preparing for a trip. But the mood shifts dramatically when it is revealed the reason they are really packing is an imminent wildfire, and that they are evacuating to a Red Cross shelter. The spot ends with a call to action, 'They’re relying on us. We’re relying on you. Please donate.'

Influencers including Dana Hasson and Reilly Meehan (cooking), Ryan Olsen (toys), and Nikki Block (wrapping) will also join in, with videos that start off looking like their signature holiday content but then pivot to spotlight the realities families face in the aftermath of a disaster, encouraging donations.

The lived experience of the team is woven into the campaign, giving it an added layer of realism and authenticity. Associate creative director Nicole Dombey was evacuated with her family as a child, and her parents’ efforts to hide the fear and uncertainty from her left a lasting impression. Director Anthony Frattolillo recently faced evacuation from a wildfire and used his own memories to inform the visuals, which adds genuine emotion and authenticity to the campaign.

“Today, the American Red Cross is responding to nearly twice as many disasters as we did just a decade ago. These disasters are not only more frequent—they’re also more intense, leaving behind deeper devastation and a longer recovery for affected communities. In the midst of the uncertainty, families know they can rely on the Red Cross for safe shelter, warm meals, and a source of hope for the days ahead,' remarked Selma Bouhl, VP, marketing strategy and integration, American Red Cross.

“That pivot in this story is the heart of the campaign, and the influencer content extends it into the everyday language of the holidays,” commented Jessica Woomer, director, digital fundraising, American Red Cross.

“I experienced an evacuation as a child, and I’ll never forget the quiet confusion of that moment. As a team, we wanted to capture that mix of innocence and uncertainty families feel in those moments,” said Nicole Dombey, associate creative director, BBDO

“I’ve packed that same car three times, sat in that same traffic jam, worrying about my safety and the safety of my family, thinking we might not see home again. So when we made this film, I wanted people to feel what that moment is really like—the fear, the uncertainty, and the hope that someone will be there when you need them most,” said Anthony Frattolillo, director, One Free Play.