THE RED CROSS CONNECTION

TitleTHE RED CROSS CONNECTION
BrandSINGAPORE RED CROSS
Product / ServiceBLOOD DONATION
CategoryA03. Mobile Applications
EntrantMcCANN WORLDGROUP Singapore, SINGAPORE
Entrant Company McCANN WORLDGROUP Singapore, SINGAPORE
Advertising Agency McCANN WORLDGROUP Singapore, SINGAPORE
Production Company SEMICOLON Singapore, SINGAPORE

Credits

Name Company Position
Dante Abelarde MRM/Mccann Creative Director
Victor Soh MRM/Mccann Senior Art Director
Dhillon Singh MRM/Mccann Copywriter
Brendon Chase MRM/Mccann Director Of Ux/Performance
Nigel Heng MRM/Mccann Director Of Video
Aaron Cher MRM/Mccann Project Director
Christy Goh MRM/Mccann Project Manager
Sean Riley Mccann Healthcare Executive Creative Director
Greame Read Mccann Healthcare Managing Director
Claire Tan Mccann Healthcare Account Director
Rayne Lee Mccann Healthcare Account Manager
Kelvin Sor Mccann Healthcare Account Executive
Alan Loke Mccann Healthcare Account Executive
Denis Li Mccann Healthcare Art Director
Farhan Adenan Mccann Healthcare Copywriter

Creative Execution

Riding on Red Cross' annual awareness campaign, users were invited to join the Red Cross Connection by downloading the app. Once installed, the app lets Red Cross launch blood alerts for specific blood types - microcampaigns sent to app users who could then respond by finding a blood centre to donate or by sharing the alert to their facebook friends to find potential donors. Through QR scanning on posters at blood centres, the app credits users for their donations and number of times they share alerts. The app also allowed merchant tie-ups to reward active users for their participation.

In the first 3 months, The Red Cross Connection sent 18 blood alerts for different blood types to its network of over 41,500 volunteers and followers. Results: 200% increase of new donor registration (double set target of 1% increase) 20,042 first-time (new) donors 21,999 youth donors participated (age 16-25) 121,360 blood donations collected Since each blood donation can save up to 3 lives, that's 364,080 potential lives saved

Issues: Every year, Singapore Red Cross faces the repeated challenge of raising the blood supply to meet the ever growing demand for different blood types throughout the year. Objectives: Increase new donor registration (by 1%) to meet the demand for specific blood types in a timely cost-effective way, and to raise youth participation for blood donation. Insight: Research revealed that youths are active on social media, are smartphone users, and participate in activities and interest groups that help establish their identities. The Red Cross also identified youths as the next generation of blood donors. Idea: Apart from the yearly awareness campaigns, the agency believed a longer-term solution was needed. A mobile app that worked as an always-on, cost-effective platform for the Red Cross to immediately reach out to users committed to help spread the word to find new donors on their personal social networks.

Links

Mobile URL   |   Additional URL 1   |   Additional URL 2