Addendum: Canadian Blood Services
By Adnews Staff
Canadian Blood Services of Ottawa has hired Toronto-based Northern Lights Direct Response Television to create a direct response television campaign. The agency will also handle media buying for the campaign, which will consist of two-minute, 60-second and 30-second commercials. The effort is intended to increase the number of new blood donors. The campaign, which will begin in February, will communicate to Canadians how they can become involved in the cause of blood donation. The agency will also seek to measure the results of the initiative. "Over the last couple of years, we have been concentrating our efforts upon our existing donor base," said Jeff Moat, national director of marketing at Canadian Blood Services. "We are now turning our attention to recruiting new lifetime donors. With their track record of success, we are confident that Northern Lights can help us in our new donor acquisition program." Canadian Blood Services is a national not-for-profit organization that manages the country's blood supply and bone marrow donor program. Last week the organization parted ways with its advertising agency of two years, Arnold Worldwide of Toronto, in what both parties described as an amicable end to their relationship.