Helping Our Red Cross Partners Tell Their Story

Written by Leslie VanSant, Officer, International Communication

August 17, 2001 — Working as a communicator for an American Red Cross chapter is both fulfilling and exhausting as there are many long stressful days punctuated by nights spent at local fires helping families cope with disaster. Just when you think you've got everything figured out, something comes along to surprises you.

"If you told me six years ago when I started with Red Cross, that I'd be spending a month in India, I'd have told you no way," said David Novak, communication director for the Central New Jersey Chapter.

Novak will be spending five weeks working with the Indian Red Cross at its headquarters in Delhi, assisting with the development of print materials and helping Manish Choudhary, the newly hired Indian Red Cross communicator, get settled in his job. Recognizing the American Red Cross skill in telling its story - regular, everyday programs and those during a disaster - Indian Red Cross Secretary General Dr. Vimala Ramalingam requested help in building communication capacity.

When Novak's stay ends, the Indian Red Cross will have three products with distribution plans for each that will help to increase the visibility and general public knowledge of the society and its programs. The first, a general brochure, will highlight the Indian Red Cross's national programs including blood services, disaster relief, hospital services and youth, among others. Novak described the situation, "It's been more than seven years since the brochure was updated. The new version will be a cornerstone in the development of consistent communication about the Indian Red Cross."

The second project is an annual report for 2000-2001. With millions of members, the Indian Red Cross is one of the largest societies in the world. The annual report will outline the year's achievements including flood, drought and earthquake relief, blood safety and a meeting of all the state branches conducted for the first time in more than 15 years.

The third project will tell the story of the response to the earthquake in Gujarat. The 7.9-magnitude earthquake was one of the most devastating to hit the Indian sub-continent in the last 50 years. The report will share the story of the Indian Red Cross response and the tremendous support received from not only across India but also across the world.

Additional time will be spent working on the development of standard operating procedures, planning calendars and media contacts. "I'm looking forward to working with Dave and learning how the American Red Cross approaches communication and marketing. Together, we can begin to enhance the communication strategy for the Indian Red Cross," said Choudhary.

"There is a wealth of experience and skill to be tapped in chapter staff and volunteers, skills that could all be beneficial to helping our Red Cross partners develop their own capacity," said Gerry Jones, vice president, International Services. For more than a year, chapter involvement in international programs has been a priority for the American Red Cross. The Communication and Marketing Department at Red Cross national headquarters is providing the technical lead and support for the mission.

Novak is grateful to his understanding family and Chapter Executive Kevin Sullivan for supporting his participation in this short-term, hands-on project. The Central New Jersey Chapter raised more than $522,000 in support of the earthquake by building relationships with the strong Indian diaspora in New Jersey. The opportunity to work directly with the Indian Red Cross will help to cement these new relationships. As for Novak's family, they are all anxious for his return from India laden with gifts and stories about his time in this exotic land half a world away.