The Ad Council, American Red Cross, America's Blood Centres and the American Association of Blood Banks have joined forces with Euro RSCG New York in the creation of the Save the World campaign. The campaign includes TV, radio, outdoor, print and online advertising, all driving traffic to a Flash website: bloodsaves.com. The target is 17-24 year old young adults who currently do not think about blood donation. The campaign is designed to increase awareness of the need for regular blood donation among this group and set the foundation for lifelong donor behaviour.