Advertiser: MEXICAN RED CROSS
Agency: JWT MEXICO
Category: Public Health & Safety, Public Awareness Messages
Advertising campaign: SHARE YOUR BEST ASSET
General Creative Director: Daniel Granatta (JWT Mexico)
Production House: (The Lift)
Creative Technologist: Javier Enríquez
Producer: Avelino Rodriguez (The Lift)
Back End Developer: Jorge Zozaya
Art Director: Jose Sicart (JWT Mexico)
Account Vice President: Denisse Perez (JWT Mexico)
General Creative Director: Enrique Codesido (JWT Mexico)
Creative Technology Director: Jorge Camacho
Digital Art Director: Lizeth Rodríguez
Producer: Gilberto Amezquita (JWT Mexico)
Copywriter: Leticia Arreola (JWT Mexico)
Director: Antonio Von Hildebrand (The Lift)
Creative Director: Eduardo Salles (JWT Mexico)
Account Director: Juan Andrade (JWT Mexico)
Creative Director: Nicko Nogues (JWT Mexico)
Front End Developer: Ricardo García
Implementation
The Idea:What if this time, you share the most valuable thing you have? Your blood. We created a Facebook App with which you can make an appointment to make a blood donation.How did we let people know about this? 5 celebrities and 5 unknown persons shared the first drops of blood. Their notifications became the catalyst for more than 4 million people to get to know the app. The campaign was amplified with TV, online videos, billboards and newspaper ads.
Outcome
The results:Blood donations increased by 200%.The app helped to create a blood donation culture.Using a social network created for sharing, we reached thousands of potential donors in a very short time.
Execution
It was an instant way to acknowledge people publicly for their donation.
Client Brief Or Objective
The Problem:In Mexico, there are only 6 blood donors a day. Not quite enough for a city with over 21 million people.Key insights:People are more likely to donate if they feel acknowledged for their contribution. Their search acknowledgement makes them share things on Facebook.