CANADIAN BLOOD SERVICES ENCOURAGES CANADIANS TO DONATE
By Adnews Staff
Canadian Blood Services debuted a new advertising campaign last night to encourage Canadians to donate blood. Created by JAN Kelley Marketing of Burlington, ON, the campaign takes what the agency describes as a more direct approach in persuading Canadians to donate. The creative focuses on people who will need blood in the near future. The two television and three radio commercials will run until March 2003. The first TV spot, called "Kim," depicts a new mother who will learn that her baby has leukemia. The second ad shows a boy who will be involved in a car accident. In both ads, a voiceover says "What if someone you loved needed blood and it wasn't there?" Both end with the voiceover "Roll up your sleeves and give." The tagline is "Blood. It's in you to give." Radio versions of the television ads have also been created. A third radio spot in the same style may be turned into a television ad later in the campaign.