Instead of coaching people through their issues, we thought it would be more impactful to give them context.

By having the donor and recipient echoing each other’s words, we create a powerful contrast that shows how trivial their concerns are compared to the real pain of a person urgently in need of blood.

We used Illustration as a way of broaching the difficult subject matter of life threatening injuries and illnesses.

We created a thought provoking campaign that would draw interest and encourage discussion among the target audience.

It takes time to change opinions and behavior. So, to help turn College students into donors, we advertised in their College Newspaper in the weeks leading up to their Blood Drive. These are weekly publications, universally present on college campuses and widely read by the student body.

The Red Cross holds over 1000 College Blood Drives each year and the plan is to target the larger Colleges.

The campaign is running in College Newspapers to promote upcoming Blood Drives on campus. At the time of writing, the ads had just appeared in the first of these papers. As well as monitoring web traffic, we will be measuring increases in the number of first time donors at each drive.

Our hope is that they’ll become lifelong donors, which will multiply the effect of the message over time.