Challenges & Objectives:

Inspire people to donate blood for the first time.

Increase current donor visits from once a year to four times a year.

Change the way people perceive the blood donation experience.

Strategy & Execution:

Donating blood is a noble and worthy cause. Plus, it’s a great way to “redeem yourself" for all of those less-than-perfect things you may have done throughout your life. Door Number 3’s unconventional, humorous “Redeem Yourself” campaign invited people to donate blood, save two lives and make up for just about anything. The campaign even earned a coveted spot as the Adweek Ad of the Day.

Results:

80% increase in donor visits at mobile blood drives.
65% increase in donor visits at stationary blood centers.
36.6% increase in overall donations collected.

 

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