BLOOD BANKING

TitleBLOOD BANKING
ClientINDIAN RED CROSS SOCIETY
Product/ServiceBLOOD BANKING
CategoryA07. Overall Aesthetic Design
EntrantJ. WALTER THOMPSON INDIA Bangalore, INDIA
Idea Creation J. WALTER THOMPSON INDIA Bangalore, INDIA
Production J. WALTER THOMPSON INDIA Bangalore, INDIA
Contributing MIRUM AGENCY Mumbai, INDIA

The Campaign

HUMANS ARE SELFISH BY NATURE and we realized that the biggest barrier to Blood Donation was the word ‘Donation’. Simple Solution : Replace Donation with Savings. Shift the needle to make the donor the receiver. Introducing Blood Banking. The World’s First Savings Account for Blood, where you can save your own blood, just the way you’d save your money in a bank. You can keep track of your Savings through the Blood Banking App that has been designed to simulate phone banking apps both in form and function. Even the terminology is as simple and user friendly. This is where technology meets real life problem solving. The App on your Mobile Phone reminds you to make deposits of your blood every three months. And should a situation arise when you need blood, you know exactly how much you have, without having to reach out to anyone else.

Creative Execution

A RED TAP was created using the iconic Red Cross symbol as the visual element that runs through all the design applications on the websites, mobile app, and every other touch point. An animated logo was created in a GIF format where drops of blood drop from the red tap. Other animated design symbols were developed for every feature using the same red tap design but with different actions for SAVE, TRANSFER, WITHDRAW, BLOOD BALANCE, AND JOINT ACCOUNT. The overall design simulates phone banking apps both in form and function. Even the terminology is as simple and user friendly. BLOOD BANKING WAS LAUNCHED ON 3RD APRIL 2016. Download App, fix appointment online and walk in to save your blood at any Red Cross Affiliated Blood Bank. Hundreds of Red Cross Volunteers have also been trained to activate Blood Banking Accounts with just a mobile phone number using desktop computers/mobiles. RESULTS. The Blood banking App and Activation Campaign made the headlines of all the major Dailies and was the Breaking News across many news channels earning PR worth millions. #BloodBanking made it to the front page of twitter and was trending for over a week with over 3 million impressions. Social networks and instagram channels were flooded with slideshows and videos that made this a national movement with thousands of shares. Doctors, Bloggers, Influencers, Red Cross Volunteers and Unique Authors helped spread the word like wildfire. In the first 30 days, The Red Cross has registered 152,100+ Blood Banking Accounts. Most Importantly 132,003+ UNITS of blood collected. More than six times the number of units from the previous month collected by the Red Cross. This campaign helped change human behavior by urging people to form a life saving habit.

Credits

Name Company Position
Priya Shivakumar J Walter Thompson Executive Creative Director
Pradeep Ravindran J Walter Thompson Creative Director
Ashwin Lingan J Walter Thompson Copywriter
Abhijit Mallick J Walter Thompson Senior Creative Director
Devika Inca Dutt J Walter Thompson Illustrator
Deepika Ravishankar J Walter Thompson Art Director
Pranay Roy J Walter Thompson Art Director
Mihir Karkare Mirum India Vice President
Shinoy Chenetra Mirum India Assistant Manager - MIS, Analytics
Senthil Kumar J Walter Thompson India Chief Creative Officer
Links
Website URL   |   Social Media URL   |   Application URL   |   Video URL