The Campaign

We discussed how to increase blood donation for a long time, but how do we really motivate people to take action? We created a totally new concept: touch people deep in the heart, by explaining to them the deeper meaning behind donating blood; blood, means more than saving lives. It is a child's future, an artist's aspiration, a couple's happiness, a family's hope, a better life, a world champion. With it, life's possibilities are endless. In each way, we demonstrated to people that their donations were more meaningful than they may have thought. Each print represented the delicacy and importance of each drop of blood.

Success of the Campaign

- 287500 twitter talk - 20940 persons scanned QR code. - 4532 donation appointments made. - 1578 people who donated their blood on World Blood Donor Day. - The total blood donations reached 121200ml.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We released the prints through the mass media on public transport junction. We added a QR-code to each print, allowing participants to share their view on the deeper meaning of blood donation, and find people who shared a similar view. Finally, as a call-to-action, we informed those interested the location of the nearest blood donation station. As you can see, the code was embedded in all kinds of media. On June 14th, World Blood Donor Day, blood collection vehicles were sent to downtown areas. People who made appointments as well as passers-by were invited to participate.