Title | BLOOD SEARCH MADE EASY |
Brand | INDIAN RED CROSS SOCIETY |
Product / Service | BLOOD DONATION |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | OGILVY & MATHER INDIA Mumbai, INDIA |
Entrant Company | OGILVY & MATHER INDIA Mumbai, INDIA |
Advertising Agency | OGILVY & MATHER INDIA Mumbai, INDIA |
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 |
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.
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’.
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.
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.