Globally, there has always been a demand for blood products; And now more than ever, as medical advancements, more trauma incidents, and an aging population require more blood transfusions. Even though the demand for blood-related products is high, the supply is limited – not just because of logistical and infrastructural challenges, but also due to a lack of donors, whose role is vital in the entire process. Despite having one of the most advanced and safe blood systems globally, Canada’s need for blood, plasma, stem cells, and organ donors has never been greater.
To help attract a new generation of donors, Canadian Blood Services, a not-for-profit charitable organization regulated by Health Canada, kicked off a new campaign that poses a very important question: “Who’s Saving Who?” Developed in partnership with Toronto-based agency Diamond, the initiative highlights the mutual power of giving blood, illustrating how rewarding this experience can be for the donors.
The blood agency discovered that 71% of Canadians feel that the experience of donating blood or plasma can be deeply rewarding, defining it as “one of the most meaningful ways people can give back to their community.” Still, the affirmation hasn’t helped increase the donation rate. Until now.
Based on the findings and aiming to add one million new donors by 2030, the organization’s new campaign addresses the donors by letting the patients speak directly to them. The initiative’s centerpiece video, “I Am Here to Save You,” illustrates the sufferers not asking for help but rather thanking the donors for their generous act. The film shows not only how the experience supports the patients’ recovery but also how this act of donating brings emotional fulfillment to the donors themselves.
“We’ve never set a recruitment goal like this before. To attract this many new donors, we need to tell a different story. We know that without the donor, there’s no Lifeline. ‘Who’s Saving Who’ tells the untold story of what you get when you give,” commented Ron Vezina, Vice President, Donor Engagement at Canadian Blood Services. “At a time when so many of us are searching for ways to be part of something that matters, donating is one of the most meaningful ways to find connection. Now is the time for all who are eligible to move off the sidelines and experience what you get when you give.”
CREDITS
Brand: Canadian Blood Services
Agency: Diamond
