Canadian Blood Services

Less than 4% of Canadians give blood. But about 50% of them will need blood, or know someone who will at some point. DDB’s aim for Canadian Blood Services was to create a social movement and alter the way people think about blood and their role in donating – beyond a onetime pledge – as well as reach a new generation of donors. The strategy behind the platform, “The Beauty of Blood,” was to build a strong emotional connection with potential donors and engage them on a more personal level.

The integrated campaign included TV, radio, print, DM and grassroots efforts. A national 30-second spot called “Carry” featured a man carrying another man over his shoulder. Arriving at a crowded sidewalk, he “releases” the man into the street, symbolizing a return to society and to life. The tagline explained: “Giving someone their life back. That’s the beauty of giving blood.”

For the direct mail execution, the agency mailed thank-you cards – actually three cards in one, to demonstrate that with one donation, three lives could be saved. A grassroots initiative distributed 500 donation cans to clinics and local businesses nationally. There was no donation slot, just a message that read, “Saving a life costs nothing but your time.”

And for World Blood Donor Day on June 14th, they enlisted the help of recording artists like Liberty Silver and Thelonious Monk III to record the original song “We Shine as One.” In addition to a live performance, a recording was distributed to select radio stations and available for download on the org’s website.

After the TV spot aired, an Ipsos Reid poll showed an eight-point increase in awareness, with recall at 56%. As well, about 32% said the ad encouraged them to donate blood. The thank-you card resulted in a response rate of 6%.

The World Blood Donor Day event also exceeded expectations, and visits to blood.ca were up 53% over the previous year. Moreover, the World Health Organization proclaimed the Canadian launch of World Blood Donor Day “the most successful country launch to date.” Also notable: the platform has been embraced by all CBS offices across the country as a long-term approach.