To conquer the problem of an ever-growing demand for different blood types throughout the year, we created a website that collects blood. How? Through telling 8 stories of life saving blood donations. Through pointing users to an app that helps to get their friends and families to also give blood. By exploding myths about giving blood, and to convince and prove to Singaporeans that their blood is going to help real people in need. Quite simply our website needed to be the vehicle to drive awareness, educate, and collect blood on behalf of the many Singaporeans in need of a life-saving transfusion. Another way of looking at this…“Because you were there for me my son has a mother, I have a future, my daughter has a father. Thank you Singapore for being there for me.”

We created a website (and campaign) that celebrates the lives of people saved by blood donation.

We crafted video testimonials and published content of real blood beneficiaries. People who were saved by blood donations. Now it is time to “thank” their fellow countrymen and prove that every blood donation goes a long way.

We filmed a series of 8 short videos to give a face to the people saved, step-by-step info-graphic animations highlighting the blood donation process, blood myth-busters showcasing actual fears stopping Singaporeans from donating and an app to help notify donors when blood is low and how to get to the nearest blood centre to donate.

The website was carefully crafted to ensure that users will have a smooth and pleasant experience.

Every detail from the transition of website blades to simple things like resizing of the site to fit smartphones has been looked at and optimised to create a slick User Experience that potential blood donors would find easy and interesting to engage with. And a real time counter highlighting the amount of blood needed and how many blood donors have contributed helps highlight the urgency of blood needed to the user.

The website and supporting content was all created over a series of 3 months and was rolled out towards the last quarter of 2015.

It is still early days for the campaign and website launch but the stats show:

• User time spent on Redcross website = 1 min 15 sec on average (General webpage visit duration for other sites = less than 20secs)

• Standard app download conversion rate = 1% or less. The Redcross website performed 7 times better

• 14.16% of site visitors clicked on “Where to donate” button (Jan – Mar)

• 28.64% of site visitors clicked on “Where to donate” button (Mar)