The Brief

In Taiwan, blood donation traditionally goes down by 33% leading up to the Christmas and new year festive period. Blood shortages in Taiwan, on average, take 349 lives a year. So we aimed to encourage people to donate their blood and solve the blood shortage problem. Everyone aspires to be a hero. Our Strategy：Make Blood Donors Christmas Heroes.

Creative Execution

Leveraging public media to broadcast the films, and sharing among the social media, we motivate everyone to donate their blood through personalized heroic image, thus to solve the blood shortage problem in Taiwan.

Describe the creative solution to the brief/objective.

We found a commonality among heroes: They all appear in slow motion. STEP1：PERSONALISED HEROIC SLOW MOTION FILM We filmed the moment after they finished blood donation, added the heroic music, and edited the personal hero film instantly, and presented it to the donors. Donors could view and share their own hero films via social media to encourage more people to donate their blood at the site immediately. STEP2：INTRODUCE THE HEROES TO THE PUBLIC On the day of the event, we broadcasted the films live on 210 buses, 750 office buildings and 6 TV stations.

Results

In just one week, we completed 1,768 unique heroic films. All videos were shared over 116,000 times. 600 bloggers, news reporters, well-known DJ, directors and artists actively responded to our campaign. Most importantly, this campaign helped increased blood donation by 46% compared to the same period last year.