In a public relations war over its image, American Red Cross decided it was time to call an ambulance.
American Red Cross officials met this week at the headquarters of the S.F.-based Jewish Community Federation with a number of people the Red Cross described as “influential members of the Jewish community.”
The problem stems from the International Red Cross’ exclusion of Israel’s Magen David Adom from the organization.
In response, the American Red Cross has withheld its dues to the International Red Cross for the past six years in protest of the ongoing exclusion. That’s a matter of more than $30 million, by the way.
“We’ve had a very concerted effort over the last year to reach out to influential Jewish organizations and talk about what the American Red Cross is doing about MDA not being a full member of the Red Cross movement,” said Marsha “Marty” Evans, the president and CEO of American Red Cross.
Evans was in town this week for the American Red Cross’ national convention in San Francisco. Previously, she’d meet with Jewish organizations in New York, Los Angeles and St. Louis as well as individual rabbis across the nation.
The trouble began in the early 20th century, when the Geneva Conventions were established that both the Red Cross and Red Crescent symbols would designate the humanitarian workers operating during times of natural disasters and, especially, combat. In fact, in a nod to the powers of the day, the Red Cross and Red Crescent are the reverses of the Swiss and Turkish flags.
Israel’s Magen David Adom uses a Star of David as its symbol. But for MDA or other organizations to use an alternative symbol to the Red Cross or Red Crescent would require the re-writing of the Geneva Conventions, which has proven difficult.
A possible solution would be the adoption of a religiously neutral symbol, and the American Red Cross is pushing for the Red Crystal, a symbol resembling a Chiclet turned on its side.
“We’re beginning to notice a lack of recognition for even the Red Cross and Red Crescent in war zones,” said Harold Brooks, the CEO of the Bay Area chapter of the American Red Cross.
Soldiers and gunmen are “ignoring the emblem, which is supposed to be emblematic of neutrality and impartiality. There’s talk of including a Red Crystal, which doesn’t have any kind of attachment to any religion I’m aware of.”
Evans hopes the Red Crystal will be adopted by the end of the year, with a vote to finally make MDA a full Red Cross member shortly thereafter.
For several Jews at the San Francisco meeting, the close relationship between MDA and American Red Cross was a complete shock.
“People were surprised and happy to hear about the support American Red Cross gives MDA, and there was some concern expressed that word hadn’t gotten out to the larger Jewish community about the principled stand the American Red Cross continues to take,” said Yitzhak Santis, director of Mideast Affairs for the Jewish Community Relations Council.
Added Phyllis Cook, the interim CEO of the S.F.-based JCF who helped coordinate the meeting at Red Cross’ behest, “This was an opportunity to inform the American Jewish community of what their intentions are, and that’s important for us all to know.”