Canadian Blood Services breaks new campaign
By Rob Bale
Canadian Blood Services has begun a brand campaign called “Who’s Saving Who?” Developed by Diamond of Toronto, the national campaign focuses on the donor of blood rather than the recipient. It depicts the donation of blood as a “rewarding” experience. The creative features a collection of real donors and uses the tagline, “What you get when you give.” The campaign consists of cinema, broadcast, radio, out-of-home, online and social media advertising. Media work is being handled by Cairns Oneil, with public relations support from Agnostic.
“The goal was to build an enduring emotional connection to turn occasional donors into lifelong ones,” said Lori Davison, chief strategy officer at Diamond. “When we listened to regular donors, what stood out was the meaning it held for them personally. They derive a true sense of purpose and connection from donating blood. It’s a way of giving back, but one that they also get a lot out of. With this campaign, we are inviting one million more Canadians to experience what you get when you give.”