BLOOD SEARCH MADE EASY

TitleBLOOD SEARCH MADE EASY
BrandINDIAN RED CROSS SOCIETY
Product / ServiceBLOOD DONATION
CategoryA06. Best Use of Other Digital Platforms in a Direct Campaign
EntrantOGILVY & MATHER INDIA Mumbai, INDIA
Entrant Company OGILVY & MATHER INDIA Mumbai, INDIA
Advertising Agency OGILVY & MATHER INDIA Mumbai, INDIA

Credits

Name Company Position
Saju C. V. Illustrator
Shefali Ahir Ogilvy/Mather/India Copywriter
Bhavna Kher Ogilvy/Mather/India Copywriter
Sukesh Kumar Nayak Ogilvy/Mather/India Copywriter
Unnikrishnan Manikoth Ogilvy/Mather/India Art Director
Bhavna Kher Ogilvy/Mather/India Creative Director
Sukesh Kumar Nayak Ogilvy/Mather/India Executive Creative Director
Rajiv Rao Ogilvy/Mather/India National Creative Director
Abhijit Avasthi Ogilvy/Mather/India National Creative Director

The Brief

Studies conducted by the Indian Red Cross Society revealed that a huge number of patients lost their lives owing to the lack of prompt response from blood donors. The objective given by the NGO was to find a cost-effective solution to this problem. The strategy simply involved getting more and more number of blood donors that can help save precious lives.

Creative Execution

Since a lot of time was wasted in the process of finding a donor, we thought of searching donor on Facebook – the most widely used social media platform and also the next best place for finding people. Facebook has 1.2 million people with potential to do good, so we asked all of them to help save a life. Client wanted to increase the number of blood donors, we provided a solution that reached 100,000 of potential donors with ‘zero budget’.

Describe the creative solution to the brief/objective.

We simply asked people to add their blood group to their Facebook name. Now when someone needed blood, all they had to do was type in the required blood group in the Facebook search bar. And they would instantly get a list of people with the matching blood group. Allowing them to contact only the right donor, without wasting precious time needed to save a life. After the launch of ‘Blood Search Made Easy’, thousands of people changed their Facebook names. In a month itself, 12 lives were saved. And the number is still rising.

Results

This simple idea has increased the number of blood donors exponentially. With ‘Blood Search made Easy’, finding a blood donor has now become nearly 300 times faster. Along with thousands of shares and likes online, the idea also got covered in 22 national publications. Celebrities tweeted and urged people to change their Facebook names. Blood search has become easy in 34 cities of India with absolutely ‘zero budget’. And above all this, we can’t put a number to the lives saved.