Advertiser: INDIAN RED CROSS SOCIETY
Agency: OGILVY & MATHER INDIA
Category: Acquisitions
Advertising campaign: BLOOD SEARCH MADE EASY
Creative Director: Bhavna Kher (Ogilvy & Mather India)
Executive Creative Director: Sukesh Kumar Nayak (Ogilvy & Mather India)
National Creative Director: Abhijit Avasthi (Ogilvy & Mather India)
Copywriter: Bhavna Kher (Ogilvy & Mather India)
National Creative Director: Rajiv Rao (Ogilvy & Mather India)
Illustrator: Saju C.V. (Ogilvy & Mather India)
Copywriter: Shefali Ahir (Ogilvy & Mather India)
Art Director: Unnikrishnan Manikoth (Ogilvy & Mather India)
Copywriter: Sukesh Kumar Nayak (Ogilvy & Mather India)
Outcome
This simple idea has increased the number of blood donors exponentially. With ‘Facebook Graph Search', finding a blood donor has now become nearly 300 times faster. Along with thousands of shares and likes online, the idea also got covered in 22 national publications. Celebrities tweeted and urged people to change their Facebook names. Blood search has become easy in 34 cities in India with absolutely ‘zero budget’.And above all this, we can’t put a number to the lives saved.
Execution
Since a lot of time was wasted in the process of finding a donor, we thought of searching for donors on Facebook – the most widely used social media platform and also the next best place for finding people. Facebook has 1.2 million people with potential to do good, so we asked all of them to help save a life.Client wanted to increase the number of blood donors, we provided a solution that reached lots of potential donors with ‘zero budget’.
Implementation
We simply asked people to add their blood group to their Facebook name. Now when someone needed blood, all they had to do was type in the required blood group in the Facebook search bar. And they would instantly get a list of people with the matching blood group. Allowing them to contact only the right donor, without wasting precious time needed to save a life.After the launch of ‘Blood Search Made Easy’, thousands of people changed their Facebook names. In a month itself, 12 lives were saved. And the number is still rising.
Client Brief Or Objective
Studies conducted by the Indian Red Cross Society revealed that a huge number of patients lost their lives owing to the lack of prompt response from blood donors. The objective given by the NGO was to find a cost-effective solution to this problem. The strategy simply involved getting more and more number of blood donors that can help save precious lives.