Indian Red Cross Society: Blood Banking [video]

Credits & Description:

Title: Blood Banking
Agency: J. Walter Thompson
Brand: Indian Red Cross Society
Country: India
Advertising Agency: J. Walter Thompson, Mumbai
Entrant Company: J. Walter Thompson, Mumbai
Media Agency: J. Walter Thompson, Mumbai
Pr Agency: J. Walter Thompson, Mumbai
Production Company: J. Walter Thompson, Mumbai
Additional Company: Mirum Agency, Mumbai
Design Agency: Mirum Agency, Mumbai
Senior Copywriter: Ashwin Lingan (J. Walter Thompson)
Art Director: Jayesh Kale (Mirum India)
Executive Creative Director: Priya Shivakumar (J. Walter Thompson)
Senior Creative Director: Abhijit Mallick (J. Walter Thompson)
Illustrator: Devika Inca Dutt (J.Walter Thompson)
Illustrator: Deepika Ravishankar (J.Walter Thompson)
Technology Director: Kalpesh Patel (Mirum India)
Senior Editor: Kevin Menezes (J. Walter Thompson)
Art Director: Pranay Roy (J. Walter Thompson)
Creative Director: Pradeep Ravindran (J. Walter Thompson)
Chief Creative Officer: Senthil Kumar (J. Walter Thompson)
Executive Vice President: Mihir Karkare (Mirum India)
Assistant It Manager: Shinoy Chenetra (Mirum India)
Website URL: http://www.bloodbanking.org/
Campaign Description:
Simple Solution : Replace Donation with Savings.Shift the needle to make the donor the receiver.Introducing Blood Banking. The World’s First Savings Account for Blood, where you can save your own blood, just the way you’d save your money in a bank. You can keep track of your Savings through the Blood Banking App that has been designed to simulate phone banking apps both in form and function. Even the terminology is as simple and user friendly. This is where technology meets real life problem solving. The App reminds you to make deposits of your blood every three months. And should a situation arise when you need blood, you know exactly how much you have, without having to reach out to anyone else. It’s as easy as that. So next time, when someone is in need of blood, its right there at your fingertips.
Strategy:
App in Action : While the first stage of this campaign involved education and awareness about the unique Savings Account for Blood and the Blood banking App. The next 30 days saw a series of Blood Banking Drives to activate and open Blood Banking Accounts across urban and rural India to educate and activate thousands of new accounts.Active Strategy : Hundreds of Blood Banking camps have been planned across the country in the coming months to achieve the target of one million account holders. Because when 01 million account holders make 03 blood deposits during the course of one year, we will be reducing the nation’s blood deficit to zero.The Health Ministry and The Government Of India is working with the Red Cross Society to make this noble initiative into a national movement.
Outcome:
The Blood banking App and Activation Campaign made the headlines of all the major Dailies and was the Breaking News across many news channels earning PR worth millions. #BloodBanking made it to the front page of twitter and was trending for over a week with over 3 million impressions.Social networks and instagram channels were flooded with slideshows and videos that made this a national movement with thousands of shares.Doctors, Bloggers, Influencers, Red Cross Volunteers and Unique Authors helped spread the word like wildfire.In the first 30 days, The Red Cross has registered 15
100+ Blood Banking Accounts.Most Importantly 13
003+ UNITS of blood collected. More than six times the number of units from the previous month collected by the Red Cross.This campaign helped change human behavior by urging people to form a life saving habit.
Synopsis:
One of India's most dreaded phone calls sounds like this, "We need blood, urgently." What usually follows is a mad scramble to find donors, messages are posted on social media and WhatsApp groups are abuzz with activity. And then, a desperate, endless wait. It is most disheartening to know that our blood banks fall very short as compared to the demand. Human Problem : WHO has recorded an annual shortage of over 3 million units of Blood in India. Every 2 seconds someone in India needs blood while less than 1% of the population donates blood. Any excuse will do to avoid donating blood while 90% of Death in Road Accidents occurs due to Loss of Blood or Lack of Blood Donors. We realized that the biggest barrier to Blood Donation was the word ‘Donation’.
Execution:
BLOOD BANKING WAS LAUNCHED ON 3RD APRIL 2016.---------------------------------------------------------------------------You can set up an appointment online and walk in to save your blood at any Red Cross Affiliated Blood Bank, and you can download the Blood Banking App onto your mobile phone from the website or from Google Play. Hundreds of Red Cross Volunteers have also been trained to activate Blood Banking Accounts with just a mobile phone number.From the day of its launch, every blood donation drive was renamed a Red Cross Blood Banking Drive.Blood Banking Camps were conducted at Cultural centres, College Campuses, Business Districts, IT parks and 30 other locations during the first month.Mobile Blood Banks took the initiative deep into rural areas and helped activate thousands of Blood banking accounts.