#WHYDON'TYOU

Title#WHYDON'TYOU
BrandBOLD - TRANSGENDER MODELLING AGENCY
Product / ServiceSERVICES
EntrantWAT MEDIA Mumbai,, INDIA
Idea Creation WAT MEDIA Mumbai,, INDIA

Credits

Name Company Position
WATConsult WATConsult Team WATConsult

The Campaign

On the occasion of World Donor Day, BOLD, a transgender modeling agency launched a campaign titled, #whydontyou where in Rudrani Chettri, transgender model and Founder of BOLD asked India a question – why don’t you? She was seen in the video challenging India’s ignorance and apathy towards transgenders and blood donation. She is seen urging the rest strata to stop judging them instead go and donate some part of their blood which could save a needy. As a part of the campaign, a microsite www.whydontyou.in was created wherein a donor can register and donate blood with a Mumbai based blood donation bank, Triumph Blood Donation bank and for records, India needs 5 crore units of blood annually against an availability of 2.5 crore units.

Creative Execution

The campaign that kick-started on 14th June 2018 was executed on various digital media platforms including Youtube, Facebook and Twitter. After a couple of hours of its launch the campaign created a buzz on social media, garnering encouraging number of engagements on various platforms. The hard hitting campaign video reached out to millions of people which resulted 400 Blood Units Donated In a day.

More than 5K Tweets 31.2 Million ORGANIC IMPRESSIONS 1.4 MN VIDEO VIEWS RS 12.1 MN EARNED MEDIA 400 BLOOD UNITS DONATED IN A DAY

#WhyDon'tYou was launched on Youtube, facebook and Twitter. All the mediums were leveraged with an aim to spread awareness about blood donation. All the mediums registered remarkable response, as we received more than 5000 Tweets, 31.2 Million ORGANIC IMPRESSIONS, 1.4 MN VIDEO VIEWS which resulted in 400 BLOOD UNITS DONATED IN A DAY

India, a 1.3 Billion strong country and we fall short of 3 million units of blood annually. There is this one community out there, The Transgenders, who wish to donate blood but are not allowed to for various reasons and the fact is that if this community was allowed to donate, it could meet 65 per cent of India’s demand for blood. The target audience involves each and every one of us who can and should donate blood but does not. Digital was our most preferred platform as it made us reach the masses thus helping us spread the word. The approach was simply to garner maximum reach and spread a word about the third gender who are discarded by the society more importantly their blood, which can save a million lives.

Links

Website URL