Brief Explanation

Strategy The Red Cross was lacking connectivity to the younger generation due to fear of donating blood. Our insight was that Bloggers can be harnessed to inject an element of ‘Cool Factor’ into a social cause for the youth. Execution Phase One we launched “Are You My Type” to spur social connectivity, without revealing the client. Partnered Nuffnang, forums we directed traffic to microsite. Phase Two revealed the Blood drive by Red Cross. Result Over 200 bloggers donated blood at the event. PR generated by TV News report on Channel 8 reached an estimated 40,000 youth.