What if America’s blood and plasma supply collapsed tomorrow?
With the emergence of the COVID-19 pandemic, which put lives and livelihoods at risk, the United States faced a severe shortage of blood and plasma supplies—threatening our nation’s healthcare system and the lives of people who depend on it.
Supplies plummeted to a historic low, with a 20% drop in donations. The U.S. Department of Health and Human Services (HHS) Office of Infectious Disease and HIV/AIDS Policy (OIDP) urgently needed to increase donations to replenish the supply and encourage people to give blood and plasma consistently. Donating blood is entirely voluntary and often driven by diverse personal motivations.
Giving = Living
We created the campaign to highlight the direct impact donors make on saving lives. Positioning donors as heroes, we showcase recipients nationwide who have received blood transfusions or who rely on plasma therapies, expressing their gratitude to those who have donated. Sharing their stories, in their words, creates the human connection that is necessary to motivate Americans to donate.
The results.
Engagement efforts generated nearly 400 million impressions across paid, earned, owned, and donated channels;
Media coverage reached all 50 states;
Organic social media content reached nearly 68 million people and generated over 11,800 engagements; and
The campaign drove nearly 500,000 new users to the website.