brief:
background: canadian blood services is a not-for-profit, charitable organization whose sole mission is to manage the blood and blood products supply for canadians. cbs collects approximately 850,000 units of blood annually and processes it into the components and products that are administered to thousands of patients each year.
challenge: at various times throughout the year there is an immediate need for specific blood types. for example, currently, there is an immediate need for O - blood. more people need to donate to the canadian blood services more regularly so that their blood supply (of all types) never gets dangerously low. the organizations need to make donors realize that once-a-year donations are not enough to supply the growing demand of the CBS, and non-donors need to be educated that their blood is needed. oh, and it’s an integrated campaign.
idea/insight: “its time to give” is a campaign concept that relates to the idea of time, and to make people more aware of using their time wisely. everyone has 24 hours in a day, so why not use at least one of them to save a life and donate blood? or even just a minute to book an appointment?
“the idea is to get people to realize how quick it is to donate blood and how easy it can be to make a difference on any given day.”
newspaper ad.
a newspaper cutout calendar that can educate the public on the fact that you can donate whole blood every 2 months, and encourage regular donors to keep track of those days. comes with 6 marking stickers (enough for the year) for folks who want a physical, but also a link to an online app that does the same thing!
ooh.
digital signage at the subway station, counting down the minutes until the next car. while you wait, (doing nothing) why not sign up to save a life?
web banners.
in hopes of reaching a younger age range, these web banner ads would show up on streaming websites like youtube. sometimes binge-watching videos can take a few hours, so this is an effort to help them re-evaluate their valuable time.
direct mail.
small plastic hourglasses filled with red sand, affixed to 5” by 11” pamphlets sent directly to people’s homes. includes more information on the importance of blood donation
