The Ask: Get Gen Z to donate blood.
The Insight: Gen Z can donate for free.
The Big Idea: Priceless. Each and every drop of blood is priceless.
The Insight: Gen Z can donate for free.
The Big Idea: Priceless. Each and every drop of blood is priceless.
In a live client project, Diamond asked us to create a campaign for Canadian Blood Services. The brief was to get Gen Z to donate blood. Both for donor diversity and because donor demographics skewed to more aged populations. If a culture was not built for Gen Z to donate, eventually they would not have a donor base. We took what we know about Gen Z; that they are a generation that is very involved in activism, and what we know about donating blood; it’s free! With this, a generation who may not have the means to give to causes, is reminded that they absolutely can.
AD: Lena Morrison and Caleb Hauser
CW: Caleb Hauser and Ethan Bryce (assist Lena Morrison)
ST: Ethan Bryce
CW: Caleb Hauser and Ethan Bryce (assist Lena Morrison)
ST: Ethan Bryce
Stickers:
Similar to "I VOTED" stickers, these are given to everyone that donates. A way of saying thank you
and a way for people to show off.
and a way for people to show off.
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Instagram/Social
Owned media Instagram activation.
Instagram Influencer Activation
Canadian celebrity and influencer endorsements that will lead to earned media.
Billboard Telethon-type Counter
A live counter at university and college pop-ups. As we get more $0 donations, we get more zeroes as the decimal place increases.
