TikTok for good: How the American Red Cross grew a TikTok following to reach a new audience with its mission

Author's Biography

Haley Correll is the Senior Director of Social Engagement at the American Red Cross, where she leads social media strategy for one of the nation’s largest humanitarian organisations, working with communicators, fundraisers and development teams across the country. Before coming to the American Red Cross, Haley spent more than ten years in creative roles and leading audience engagement teams at organisations such as the Washington Post, American City Business Journals and the Military Officers Association of America.

Jess Buckholtz Jessica Buckholtz is a senior creative specialist on the American Red Cross National Social Engagement Team. She has over seven years of experience working in social media and leading creative strategies with a focus on visual storytelling, and for the past four years has used her video and graphic design experience to support the humanitarian mission of the American Red Cross. Jessica has managed and created the video content on the American Red Cross TikTok page and serves as the face of the organisation on the platform. Before joining the American Red Cross, Jessica worked in public relations, managing digital advertising campaigns, website strategy and animated video content for a variety of clients.