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Canadian Blood Services breaks new campaign

Ottawa-based Canadian Blood Services has begun a new advertising campaign using the theme, “Would you think differently if you were the one in need of blood?” The campaign is part of the organization’s effort to increase it’s list of active blood doners from 400,000 to 427,000. The creative presents personal stories of people in need of blood. Each ad ends with the copy, “Wouldn’t you hope that someone  donated blood for you?” The campaign, developed by DDB Canada, began last week in health clubs and physicians' offices in Toronto, Vancouver, Calgary, Edmonton, Winnipeg, Hamilton, London, Ottawa, Halifax, Victoria, Kelowna and St. Catherines. This month, 30-second commercials will run in movie theatres nationally, followed by ads in commuter and community newspapers, as well as radio advertising. Online ads will break in the fall. "The new campaign seeks to shake people out of their complacency when it comes to giving blood," said Valentina Zmarzly, group account director at DDB. "By provoking people to imagine what it would be like if they were the one in need and telling personal stories that show the compelling truth, we're hoping to drive home the message that blood donations save lives."

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