In Taiwan, blood donation traditionally goes down by 33% leading up to the Christmas and new year festive period. Blood shortages in Taiwan, on average, take 349 lives a year. So we aimed to encourage people to donate their blood and solve the blood shortage problem.

We believe that the most powerful PR medium of all, is us—human being. Thus, the campaign not just delivers the message through mass media, but also by personal PR from every blood donor.

OUR IDEA: MAKE BLOOD DONORS CHRISTMAS HEROES.

STEP1: PERSONALISED HEROIC FILM

STEP2: INTRODUCE THE HEROES TO THE PUBLIC

This campaign helped increased blood donation by 46% compared to the same period last year.

STEP1: PERSONALISED HEROIC FILM

We filmed the moment after they finished blood donation, added the heroic music, and edited the personal hero film instantly at the blood donation site, and presented it to the donors. Donors could view and share their own hero films via social media after the donation to encourage more people to donate their blood at the site immediately. The films were shot in 24 blood donation centers in Taiwan for 1 week.

In just 1 week, we completed 1,768 unique heroic films.

STEP2: INTRODUCE THE HEROES TO THE PUBLIC

On the day of the event, we broadcasted the films live on 210 buses, 750 office buildings and 6 TV stations. Media execution lasted for 2 weeks.

In just 1 week, we completed 1,768 unique heroic films. All videos were shared over 116,000 times. 600 bloggers, news reporters, well-known DJ, directors and artists actively responded to our campaign.

Most importantly, this campaign helped increased blood donation by 46% compared to the same period last year.