The Brief

Because Thailand’s blood bank crisis increases during emergencies, every life is at the mercy of time. There is a social behavior which thousands of people try to help by posting blood requests on social networks. Most of the time, when potential donors see the post, it’s too late. AIS, as a mobile phone operator which connects people, saw the opportunity and wants to create a CSR campaign to increase brand preference among both existing and new customers. BLOOD OF HOPE is a long-term database that helps connect those who need blood with those who can donate, directly.

Creative Execution

AIS, Thailand's largest mobile phone operator which connects people saw the opportunity to build a network that could save more lives. BLOOD OF HOPE is a CSR mobile application to increase brand preference & insist the quality of AIS network in terms of seamless connectivity. The brand offers best coverage in Bangkok, all urban areas and main roads nationwide with best quality as No.1 proved by real users and the National Broadcasting and Telecommunications Commission.

Describe the creative solution to the brief/objective.

AIS presents BLOOD OF HOPE, a more efficient way to donate and receive blood. All it takes is the help of Thais to register their blood group. When an emergency occurs, donors will be sent a notification through the application, asking them to donate. After that they are pointed to the nearest hospital to complete the donation. Saving someone's life could be as simple as that.

Results

Within 1 week, 5% of people that needed blood had been helped through the application’s donors. It was talked about and recommended on Facebook pages as well as by doctors and relatives of numerous patients. This is just the start and hundred organizations are on the list to support the program. Imagine the difference this would make to someone whose survival depends on a blood donation, losing hope as each minute passes.