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Some facts you already know

• 38% of Americans are eligible to donate blood • Of that 38%, only 10% actually do • These donors provide approx. 2.5 pints of blood per patient for the 4.5 million people who need blood transfusions annually • Unfortunately, the average transfusion uses approx 2.7 pints


So what do we do about it? The only option for an institution like the Community Blood Centers of South Florida is to increase blood donations.


And how exactly do we do that? Through a unique rebranding and awareness campaign, of course.


Insights

• Blood donation is a faceless form of charity • People want to help other people, not nebulous causes • Preaching is only so effective, but everyone likes to be thanked


The Big Idea By putting a face to blood donation, we can help potential donors recognize the 1 to 1 correlation between their donation and its impact on actual people, while at the same time, thanking those who already donate.


New Identity


New Identity The Share Life brand is a intermidiate identity between donors and blood centers with the purpose of shifting focus away from the often unsettling medical nature of blood donation and redirecting it at its actual effects on the lives those it touches. To this end, the design brakes from the traditional “clinical� look used by most blood centers in favor of a more friendly, playful aesthetic intended to celebrate life.


The Campaign We propose an organic campaign built through a combination of professional and user generated content.


The Line These moments made possible by blood.


Media Print


Media Print

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Media Print

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Media Ambient

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Media Ambient

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Media

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Online Video

• Create an initial “These moments...” seed video for YouTube. • Create e-blast campaign, using email addresses from donor lists, to spread the word. • Use the video to drive traffic to the Share Life social networking portal.


Media

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Social Networking • Create a Facebook fan page to act as a portal for the Share Life campaign. • This page will initially be used to share seed content, including survivor moments, viral videos, and events. • Ultimately, this page will act as a collector for user generated content, including photos, video, and stories that will then be converted into additional marketing marterials for Share Life.


Media

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Social Networking


To Sum Up

• People help people • Show the people on the other side of blood donation • Create a cultural movement through engagement and interaction


Thank You


Share Life  

The Share Life brand is a intermidiate identity between donors and blood centers with the purpose of shifting focus away from the often unse...

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