Red Deluxe Recognized for PSA Work

Memphis agency Red Deluxe has received national acclaim for a new campaign, developed for the American Lung Association.
The PSA around which the campaign revolves features "Alvin Grimes, Air Collector," a quirky twenty-something surrounded by his extensive collection of air, sealed in jam jars and labeled with place of origin. "Think it's weird to collect air?" asks a voice over. "You wouldn't think so if you saw what your lungs collect every time you breathe."
The spot promotes a new smartphone app, State of the Air, which tells users current air quality conditions and can send notifications when the current air quality reaches code orange level on the Environmental Protection Agency's air quality index.

The campaign, which also features advertising on billboards, taxi-tops, in movie theatres and online, is meant appeal to a younger demographic than the American Lung Association's current average donor, who is 68 years old.

But this isn't the first time that Red Deluxe has been nationally recognized for their PSA work. Last year, they produced the wildly popular campaign for Baptist Memorial Health Care Foundation that featured elderly people rapping and urged viewers to download the app called Play it Down. Play it Down features a hearing test, as well as an "auto old" function that allows users to hear music from their own libraries as though through the ears of an elderly person.

Red Deluxe co-founder Martin Wilford is a big believer in using smartphone apps to reach consumers, especially for non-profit organizations who depend on donated airtime for their PSAs. Of course, it doesn't hurt that 'air-collecting' and 'rapping old people' are funny.

Via