Title | THE RED CROSS CONNECTION |
Brand | SINGAPORE RED CROSS |
Product / Service | BLOOD DONATION |
Category | A04. Messaging for Mobile |
Entrant | McCANN WORLDGROUP Singapore, SINGAPORE |
Entrant Company | McCANN WORLDGROUP Singapore, SINGAPORE |
Advertising Agency | McCANN WORLDGROUP Singapore, SINGAPORE |
Production Company | SEMICOLON Singapore, SINGAPORE |
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 |
Mrm/Mccann |
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.
Mobile URL | Additional URL 1 | Additional URL 2