Health and Wellness > B: Education & Services

ALEXANDRA

LEO BURNETT COLOMBIA, Bogota / RED CROSS / 2014

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Overview

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OVERVIEW

Audience

The campaign is intended to reach all the Colombian population, between 18 and 65 years old, including doctors, nurses and specialists of the health to promote voluntary blood donation. People have become less aware of the importance of this and we’re trying to make them understand that besides improving health, when you give blood you save lives too.

BriefExplanation

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The government of Colombia is in a constant effort to stimulate the campaigns that realize entities that devote themselves to promote a message of health, more in a country that is in constant war, accidents and overcoat when there are so many people needing the help from others. The number of blood donors in Colombia every time is minor and the people who needs it increase day after day. Because of it, this message is very nearby, showy, simple but with a lot of force to do that a life, it saves to another life.

MediaStrategy

The Blood National Bank of the Colombian Red Cross is a non-profit institution with a mission to promote a voluntary blood donation culture with their hospitals and clinics in Colombia, through promotion, collective awareness and subsequent blood collecting. Donating blood does not affect health, on the contrary, it improves it, because it allows blood components to regenerate, such as platelets, plasma and red blood cells, and most important, it can save another’s life.

In Colombia, there has been a decrease in voluntary blood donors and for 1,000 inhabitants there are just 16 available units per every blood type; the demand is too big for such reduced offer. With just a 1% increase of voluntary Colombian donors, there would be enough units to save more lives.

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