Developing Diverse Programs for Diverse Audiences

Since the 1980s, the American Red Cross continued to expand its role in delivering health services to minorities and bringing minorities into the mainstream of volunteerism. In l984, the American Red Cross asked Hispanic volunteers to advise the organization's national management through the Hispanic Initiative, a major Red Cross effort to increase the involvement of Hispanics nationwide as volunteers, paid staff, and recipients of Red Cross services. A year later, the Hispanic Initiative became the first in a series of initiatives that addressed the needs of minority groups, including African Americans and Native Americans. In l99l, with the adoption of "Service Delivery in the 21st Century," the American Red Cross strengthened its commitment to achieve cultural diversity and sensitivity. A decade later, the Red Cross pursues inclusiveness in all aspects of its business--people, programs and services. The Red Cross has entered into long-term cooperative agreements with the National Association for Equal Opportunity in Higher Education and the Hispanic Association of Colleges and Universities, and operates several programs that successfully recruit and develop minority employees, and promote diversity outreach.

The African American HIV/AIDS Program

The African American HIV/AIDS Program was launched in l990 in partnership with the National Urban League. The program's aim is to present information about HIV/AIDS to African Americans. The program emphasizes prevention of HIV. Educating the public about HIV and AIDS has been a priority of the American Red Cross since the l980s.

Our Don't Forget Sherrie materials, Respect Yourself, Protect Yourself poster, and African Proverb Posters are important parts of the American Red Cross African American HIV/AIDS Program.

American Red Cross Museum Collection

African American HIV/AIDS Education Proverb Poster by Damballah Dolphus Smith (1943-1992)

A compelling series of six African proverb posters was created especially for the American Red Cross African American HIV/AIDS Program by the late artist Damballah Dolphus Smith. The artist drew upon the rich legacy of African art and history to illustrate six proverbs from African countries. Each proverb relates to a major message presented in the African American HIV/AIDS Program. This poster, "Knowledge Is Better Than Riches," takes its title from a Cameroonian proverb.

Statements of Understanding

The Red Cross has created close working relationships with the National Association for Equal Opportunity in Higher Education, which represents historically black colleges and universities, and with the Hispanic Association of Colleges and Universities, which represents colleges and universities serving large concentrations of Hispanic students.

In November, 1999, the American Red Cross and the National Association for Equal Opportunity in Higher Education (NAFEO), signed a Statement of Understanding to enhance the involvement and participation of students from the nation's 118 historically and predominantly black colleges and universities in Red Cross programs and services. The statement followed a successful relationship NAFEO and the Red Cross implemented in 1994 that focused on HIV/AIDS education.

A Statement of Understanding between the American Red Cross and the Hispanic Association of Colleges and Universities (HACU) was signed in October 2001. The statement provides the broad framework for involvement and participation of students from Hispanic-Serving Institutions in 17 states, Puerto Rico, Spain and Latin America.

Both Statements of Understanding address various areas of collaboration: blood and marrow donations, tissue donation awareness, preparing for and responding to disasters, Health and Safety Services programs including HIV/AIDS education, formal internships, student nurse activities and involvement in volunteer and leadership roles. In addition, HACU and the Red Cross have agreed to collaborate on faculty and staff training programs.

American Red Cross Diversity Programs

Since 1993, the Presidential Intern Program has been drawing the best and brightest talent from across the country. The program brings minorities into the Red Cross in key professional areas by providing paid internships for college students. Summer interns work on specific assignments at national headquarters, attend monthly meetings with senior management and have the opportunity to take Red Cross training courses. For students at the undergraduate or graduate level, the internship has provided a stepping stone to full-time employment and involvement in their communities.

The Presidential Scholars Program provides an opportunity for minorities and women with proven track records in middle management positions to complete two-year career development plans that facilitate their career advancement through the managerial structure. This is done by funding the education, training or other experiences necessary to prepare eligible individuals for future advancement. Dozens of former Presidential Scholars have moved into leadership positions with the Red Cross since 1993, when the program became operational.

Through the Diversity Grant Program, matching grants are awarded to support the development of innovative services and programs that promote diversity outreach efforts in areas where there is an identified gap in participation levels. Grants, made to Red Cross chapters, Blood Services regions, National Testing Laboratories or Tissue Services Centers, promote innovative community-level programs that advance the American Red Cross as a leading multicultural organization.