CANADIAN BLOOD SERVICES RUNS BEST GIFTS CAMPAIGN
By Adnews Staff
Canadian Blood Services of Ottawa is running a national holiday campaign called "The Best Gifts." The effort kicked-off in mid-November and has a national donation target of 105,000 units of donated blood by the end of the year when the campaign concludes. According to CBS, the holiday season is a challenging time for Canada's blood system with the demand for blood rising. The campaign invites all eligible Canadians to give blood. CBS has tagged its national radio advertising with "The Best Gifts" campaign message. The organization is also running theatre advertising, supported in certain cinemas by the distribution of marketing materials after the film. Direct mail is also being used on a national basis. Marketing materials and media kits have been provided to CBS' 14 centres in Canada to support local initiatives. According to CBS, the holiday campaign is part of the "Roll Up Your Sleeves, Canada!" challenge, which aims to raise the percentage of Canadians who regularly give blood from three to five by the end of 2005. Marketing materials and advertising for CBS are done by JAN Kelley Marketing of Burlington, ON. Media kits are created in-house.