Every year BETC organises a blood drive. But very few young people participate, despite the fact that one third of BETC employees are under 30.

The problem: They are neither interested nor concerned about the cause or they are just plain scared.

The challenge: We needed to recreate the interest of the existing donors database but most of all: find new ones.

The solution: Blood drives are done and promoted in the same classic way in every hospital, company or university so we decided to turn giving blood into a really cool experience that could interest a young target to the cause.

The idea : Use the best blood expert in the world, Dexter and promote the blood drive of the company with the thrill of his MO.

Results :

Donors : X2

The average age of the donors : under 30 YO.

40% were first time donors and had never intended to give their blood before.

100% said that they would donate again.

As an advertising agency it was important that the creative execution be of a very high level.

Dexter helped us to deliver our message because:

• He is the best blood specialist in the world

• He is considered as one of the most popular TV series characters by the young generation.

• His acts are always for a good cause

• His MO was perfect to draw attention to and enhance the experience

This idea allowed us to transform the image of the drive and make it exciting instead of scary.

Giving blood became a fun thing to do and to share.

Our promotional tools helped us to create a big interest but the experience and the word of mouth generated made it a huge success.

At the end of the day, the overall number of donors doubled in comparison with the previous years. We even had to refuse access, as all the blood pumps were booked for the day.

The average age of the donors was under 30 years old.

But best of all, 40% were first time donors and had never intended to give their blood before.

100% said that they would donate again.