Intelligence
The Medical Reserve Corps was created after 9/11 to develop groups of trained, community-based volunteers across America to respond in times of need. Tulsa is one of the MRC's 788 communities.

The Tulsa Health Department called us to help recruit both medical and non-medical volunteers. Note the word Medical, the first word in MRC's name.

MRC volunteers are community-based. That means that they stay and work in their own communities when need arises. Note the word Reserve, the second word in MRC's name. Not to mention the word Corps, number three on the hit parade. Think about our Reserve troops and the Peace Corps. Getting the picture?

So we had to get past those barriers of perception driven by the MRC's own name. And no, they wouldn't let us change it. Of course we asked. It's what we do.

Instead, we appealed to the compulsion in humans to help others in need.

Influence
A highly targeted television spot that ran in the Tulsa market for three weeks surrounding National Volunteer Week, April 27 – May 3, 2008. The combination paid/PSA campaign was designed to drive prospective volunteers to the Oklahoma MRC website. We layered in a strong public relations campaign to supplement.

Impact
According to the Tulsa Health Department:

MRC's overall website saw a 37.36% increase in overall page views.

Average time on the website increased by 30%.

The TV spot directed visitors to www.okmrc.org, which is the home page for the Oklahoma MRC. This page saw an increase of 60.86% in entrances.

Visitors that went from the home page to the volunteer landing page increased by 75%.

The volunteer registration form landing page had a visitor increase of 127.08%.