At first we identified a special date for the event, June 14th, The Worlds’ Blood Donation day thereby taking advantage of the already present conducive environment. We engaged in Channel partnerships with TV and Radio channels to develop TV spots and jingles as a gesture. High frequency presence 3 days before the event to drive awareness with spots placement as first spots in ad-breaks, at no premium was arranged, again to ensure enhanced viewer ship. Preity Zinta, a vivacious actress of Bollywood, also the brand ambassador of GPI, was made to donate the first unit of blood. This added credibility to the event and removed any doubts of clinical safety that may have been a barrier to donating blood. Since it was on World Blood donation day, it was arranged such that media covers it which further enhanced the awareness around the GPI Camps.

The total investment was only US$40,000 since it was done in partnership. The result of the initiative was that the blood units collected were more than 3 times through any such initiatives in the past. Queries are coming in from consumers to know the schedule for the next camp.