CBS TELLS NEW STORY IN "IF YOU KNEW...WOULD YOU?" CAMPAIGN
By Adnews Staff
Canadian Blood Services of Ottawa has entered the second phase of its "If You Knew...Would You?" recruitment campaign, re-focusing its advertising on recipients instead of donors. The national organization, which manages the blood supply in Canada (except in Quebec), launched its largest blood donor recruitment campaign last fall with the message "If You Knew...Would You?" The campaign was designed to target two groups of people: those who have previously donated blood but no longer do so, and those who have never donated. After evaluating the first phase of advertising and deeming it a success, CBS decided to go ahead with a second phase. Three television commercials will begin running nationally in English Canada on September 18. The 15-second spots still target the same two groups, but focus on recipients rather than donors. The commercials depict two blood recipients, one from British Columbia and the other from Ontario, with creative intended to communicate that real people require blood and one donation can save up to four lives. The television spots will be followed with a cinema ad in December running in Cineplex Odeon theatres nationally and with a radio campaign in the spring. Advertising for CBS is done by JAN Marketing of Brantford, Ontario.