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Canadian Blood Services begins Red Defender campaign

Ottawa-based Canadian Blood Services, in association with The Ad Council, has released a series of public service announcements to encourage young people aged 17 to 24 to donate blood. The television commercials feature a superhero character called Red Defender, created by noted animator JJ Sedelmaier. In the ads, the character tries and fails to save the day, but ends up saving lives by donating blood. The ads end with the tagline, “Saving the world isn’t easy, but saving a life is.” Their aim is to convince young potential donors that donating blood does not take much time. “Many young people are aware of the life-saving potential of blood donation,” said Steve Harding, executive director of marketing and communications at Canadian Blood Services. “However there is a need to further educate young Canadians about how quick and easy it can be. Just one blood donation, which only takes about an hour, has the potential to save up to three lives. We believe it is a young person’s ‘best bang for their buck’ in terms of direct social impact versus time and effort required. Our objective now is to spread the word.” The commercials, developed pro bono by Euro RSCG Worldwide of New York, are being distributed nationally.

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