Most people, including the media, think the American Red Cross only matters when disaster strikes. The reality is that the Red Cross responds every single day, in every community across the country. Our work began with educating PSA Directors one-on-one about why the Red Cross deserved donated airtime year-round, not just in a crisis. That relationship-building became the foundation for decades of placement across TV, radio, print, and out-of-home — and eventually helped secure the most coveted airtime in broadcast and cable.