CAMPAIGN CASE STUDY: “STOP THE BLOODY EXCUSES”
CLIENT: Western Province Blood Transfusion Services
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Target: LSM 5 - 10
Coverage: Western Cape
Date: November 2009
Media: Print / Radio / Outdoor
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Background: WPBTS is a non-profit organization that focuses on supplying local hospitals with blood from donors. WPBTS needed to get ready for the holiday season when traffic accidents are at their highest and blood stocks are normally in short supply. Blood also expires after 45 days therefore a constant supply is needed to fulfill hospital demand.
Campaign: WPBTS decided to utilize various Print titles, local Radio stations and one of Tractors double-sided Supersite billboards located on the N2 to increase general awareness of blood donation requirements. They cleverly adopted creative that targeted commuters travelling towards the City during morning hours with the subtle slogan “Give Life, Donate Blood”. This message hit home when the same commuters drove home passing the new creative “Stop the Bloody Excuses. Give Life, Donate Blood.”
Result: WPBTS’ clinics collected 12% more blood during the period compared to previous years as a direct result of their campaign. Furthermore, they were so happy with the campaign that they decided to extend the campaign from an initial 3 months, to 12 months.
