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Canadian Blood Services begins Because campaign

Ottawa-based Canadian Blood Services will break a new awareness campaign today called "Because." The campaign is intended to emphasize the importance of donating blood. In one television commercial, a man standing next to a girl's hospital bed says, "Because parents should never outlive their child." In another, a woman watching a man being taken into an operating room says, "Because I need his heart to keep beating." The campaign was developed by DDB Canada of Toronto. The TV ads will be accompanied by radio commercials, in-clinic materials, online exposure at and a presence on social networking websites. "By relating to current and potential donors on such a personal level, we're really anticipating a strong audience connection with this campaign," said Shelley Sutherland, creative director for customer relationship marketing at DDB. "When people can directly relate to an emotional experience, especially with loved ones that are struggling with a terminal illness, the emotion ultimately evokes them to action."

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