Read the story behind this picture. Thanks to Wendy at the American Red Cross Flickr group.

Mission of the American Red Cross

Since its founding in 1881 by visionary leader Clara Barton, the American Red Cross has been the nation’s premier emergency response organization. As part of a worldwide movement that offers neutral humanitarian care to the victims of war, the American Red Cross distinguishes itself by also aiding victims of devastating natural disasters. Over the years, the organization has expanded its services, always with the aim of preventing and relieving suffering.

Donate to the American Red Cross.

The issue here, of course, is knowing your audience. Best not to pander to the people of Bedford Stuyvesant. This ad is so off-the-mark that we have to quote it in it’s entirety as a cautionary tale:

When people close their eyes and think of Brooklyn, your legendary brownstones come to mind. That’s because everyone from rappers to directors have used you as the backdrop for stories about life in the neighborhood that has everything. Do or Die is more than a moniker. It speaks to the fact that you don’t take crap from anyone. Especially newcomers who want to change Bed-Stuy into some sort of yuppie strip mall. With us you only make changes if you want. That’s the beauty of our cell phone plans without annual contracts. Because Bed-Stuy, we know you call your own shots.

Oh boy. The ad was picked up in Brownstone, a blogsite that bills itself as “Brooklyn Inside & Out.” Their post has generated over 100 comments since May 30. Here are a few:

I’m going to throw up.

That’s all the neighborhood needs, corporate sponsors to exacerbate racial and class tensions. What 15-year-old thought up this ad campaign? I bet you anything they’ve never even set foot in Bed-Stuy.

Posted by: sylvia at May 30, 2007 10:38 AM

I love the smell of corporate paternalism in the morning…Thanks Virgin Mobile for keeping it real

Posted by: anon at May 30, 2007 10:39 AM

Really weird– most of Virgin’s marketing is pitch-perfect and clever. This is really bad. (New agency, maybe?) Nothing worse in advertising/PR than a campaign that tries too hard to be hip, down-with-the-kids, in-sync with a neighborhood.

Posted by: bob999 at May 30, 2007 10:47 AM

What’s a yuppie strip mall? Isn’t that where you go to buy a Virgin Phone?

Posted by: Anonymous at May 30, 2007 10:48 AM

It’s also generated a few viscious parodies. All the comments here.

I suspect we could all do a better job of knowing our audience. McKinney is just getting the smack-down cause it was Bed Stuy.

The wrong buzz - this ad illustrates how powerful advertising is in our culture. Because you’re either generating good buzz, bad buzz or no buzz at all.

Peter guessed Stuyvesant Town on the eastside of lower Manhattan. Right you are, Peter!

Peter has received an iTunes Gift Card from all of us here at Online Copywriter for his correct response.

Stay tuned for more pointless contests and meaningless self-promotion.