Canadian Blood Services Calls for People to Get Together and Give
Within the next 5 years, Canadian Blood Services needs 1 million new donors and is looking to appeal to the next generation of donors with its latest campaign. As one of the most impactful ways to give back, a recent survey uncovered that giving together makes the donation more meaningful, memorable and likely to stik. In fact, over half of the country (53 per cent) believes that donating in a group makes the experience that much more enjoyable.
With this in mind, Canadian Blood Services has launched the Fall Get Together campaign - a challenge to give as a group. Whether it be friends, family, colleagues or whoever your crew, Canadians are encouraged to book a group donation and amplify the experience of what you get when you give when you do it together. To launch the call to action, the campaign is heroed by a 30 second OLV showcasing the joyful experience following a group blood donation and supported by OOH, radio, digital display and social.
“We face a growing need to build a more sustainable donor base - one that is younger and more ethnically diverse to reflect the evolving needs of our country. The Fall Get Together campaign marks a more deliberate and focused effort to increase our relevance and engagement with younger audiences,” said Moira MacIntosh, director, integrated marketing at Canadian Blood Services. “This focus is seen through all elements of the campaign to ensure we are mirroring the values and aesthetics of our target demographic. From the tone and language we use, to the dynamic visuals in the designed-for-social content and finally the partners we have aligned ourselves with, all were very intentional decisions with gen z in mind.”
To make the experience of what you get what you give that much more tangible, the brand partnered with popular Canadian apparel brand, Peace Collective to release a limited-edition donor hoodie. Designed with donation in mind to spark the interest and participation from gen z, Canadians can enter for the chance to win by donating blood or plasma this fall or purchase from Peace Collective while quantities last. Until December 31, 2025, Canadians can enter to win - simply book and attend an appointment as part of a group donation of three or more people on the same day and enter on-site for their shot.
Further encouraging gen z get togethers, the brand has also partnered with Uber Eats Canada to launch a unique challenge. Participating post-secondary schools across Canada are battling for the highest Donor Point Average (DPA)-- the percentage of members of the team who book and attend a donation appointment during the contest period. The school with the highest DPA will receive top honours: the limited edition donor hoodie for everyone who attended an appointment and an invitation to a feast for their crew, in partnership with Uber Eats.
“Unless you have donated yourself, it is hard to articulate the amazing feeling of self-satisfaction afterwards. Through this work, that is what we tried to bring to life that ‘donor high,’ amplified further by donating with your crew,” said Max Neiman, copywriter at Diamond. “Infusing energy and a fresh feeling through the visuals, music, and overall vibe, we wanted to pull in gen z, and have them see themselves and what their experience could be.”
The Fall Get Together challenge is running until December 31 during which Canadians are encouraged to experience what you get when you give as a group. Until then the campaign is running across broadcast, digital, radio, OOH with media by Cairns O’Neil, influencer amplification by Diamond and PR by Agnostic. To learn more and view the full contest rules, visit blood.ca/GetTogether.
