In January of this year, the American Red Cross announced that it was experiencing the lowest number of people donating blood in the past 20 years. In total, donors have declined by 40% over the past two decades. In response to this situation, the organization partnered with BBDO NY to develop a campaign that aims to motivate Americans to donate blood.
To that end, they created two public service videos directed by Charlotte Wells through MJZ, What’s Your Type? (What’s your type?) and Growing Up (Growing).
Growing Upis an emotional story with Latino characters that reveals how vital a transfusion can be during a complicated birth, to the point where a child may not grow, including other emergencies where blood is a crucial factor in saving lives.
What’s Your Type? (What’s Your Type?) plays on the fact that we all have a “type” of something different, and that is the blood type that can help a lot of people in the case of an accident or medical complication. By showing that all blood types can save all types of people, a question based on self-interest becomes a selfless act of blood donation.
See the announcement Growin Up from BBDO NY for the American Cross
See the announcement What’s Your Type? from BBDO NY for the American Cross
