LG corporate blood donation support campaign in Russia is an example of how an internal initiative went nationwide and then global, unfolding into a comprehensive record-setting campaign engaging multiple audiences and creating a movement in social, business and media community.

After opening its plant in Russia (2006), LG needed to build relations with local stakeholders and show that it was “one blood” with the citizens. In 2009, it became the first company to support the Ministry of Health’s nationwide blood donation development program aimed at making blood donation in Russia mass, altruistic and recurrent.

Starting with regular blood drives at its facilities, LG went further, consistently boosting the campaign momentum in 2009-2012 by engaging its media and retailer partners to contribute, recruiting celebrity ambassadors (with focus on sportsmen, in the light of upcoming events) and speaking on CSR in biggest Russian universities and at business forums. Integration into nationwide initiatives enabled to expand the geography and increase the impact. Thus, LG set a record of Russia with the longest ever blood donation relay (4,285 km by train) embracing 8 cities for 10 days (2012).

In 2012 alone, LG recruited 2,091 donors, inspiring 5 nationwide companies (media & business partners) to join the movement. The campaign earned 2,077 media hits promoting altruistic blood donation by LG example. The volume of LG corporate brand coverage increased 285%, compared to 2008 (before the program started). And most impressively, the campaign went global, with LG offices in 11 other countries taking up the initiative.

Key activities in 2012:

-19 celebrities, including 10 renowned Russian sportsmen, recruited as ambassadors.

-Setting a RECORD OF RUSSIA: the longest blood donation relay (4,285 km). “The Train of Innovations and CSR” with an LG carriage visited 8 cities for 10 days. In each city, LG held a Donor Day supported by a famous Russian sportsman born there, and gave lectures at biggest universities.

-Organizing joint Donor Days with 3 nationwide media holdings to involve the media community in the blood donation movement and amplify coverage.

-Joint Donor Days with LG business partners: 2 largest national and regional electronic retailers, which expanded the campaign’s reach.

-Engaging young people: supporting their projects on blood donation development, Donor Days and CSR lectures by LG experts at universities and student events.

-LG CIS Blood Donation Marathon embracing Russia, Ukraine and Belarus.

-Comprehensive support in social media using rich video and photo content.

2012 achievements (Russia only):

-2,091 donors recruited within 17 Donor Days, which helped over 6,200 patients (one donation goes to three).

-2,077 media hits promoting altruistic blood donation by LG’s example. LG became the biggest positive newsmaker on the topic.

-Setting a record of Russia.

-Engaging 5 more nationwide companies to support blood donation.

-2,455 students of 14 biggest Russian universities attended LG lectures on CSR and corporate volunteering.

-LG corporate brand coverage increased 285% (2012 vs 2008, before the campaign launch). 75% of all media hits feature LG’s CSR efforts. Share of coverage in online and news media increased 94% vs 2011; in lifestyle – 53%.

-The campaign received numerous awards, including Digital Communications Award 2013 and LG Global Best CSR Campaign Award.

-LG offices in 11 other countries took up the initiative – a unique example of how a local corporate activity went global saving thousands of lives.