American Red Cross
Blood Donor Recruitment Campaign
The American Red Cross needs blood — a lot of it. For its Winter Blood Donor Campaign we were tasked with finding new ways to motivate current, inactive and potential donors to get their blood moving.
We began by developing a strategic communications plan, with corresponding overarching themes.
Incorporating design thinking, our team ideated several approaches. Concepts fell into several categories; Donate for the greater good (Give blood. It’s the red, right, and cool thing to do.) help us to be prepared (Be part of our national emergency kit.) and multiple donations (Why I give blood. Again and again.).
Based on client feedback, the best ideas were worked up into detailed design comps for review by senior Red Cross stakeholders. Once approved we took off running.
Key elements of the campaign package included:
Work-place posters, pay check stuffers, flyers, brochures, table tents, reminder post card and email series; templates for use in sponsor presentations and in electronic mediums including PowerPoint and email; a direct mail campaign; and a PSA print campaign for major daily newspapers, local tabloids and regional magazines.
Feedback from the client was very positive. Ninety-four percent of ARC’s regions put in orders for the materials. (The usual response is about 70%.) For the first time in many years, there was not a shortage of blood after the Winter campaign.
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