BLOOD DONATION Campaign: New strategy, new blood Client: Scottish National Blood Transfusion Service Agency: The Bridge Principal author: David Watson Media used: TV, radio
This paper outlines a new strategy that focused on making a personal connection with donors. It was based on the insight that the biggest single reason people gave for not giving blood was that they felt they had never been asked.
In the first month of the campaign, nearly 300 per cent more calls were generated on a media spend that had only increased by 35 per cent - and the cost per response fell from £41 to £19. The new commercial was four times more effective in recruiting new donors and twice as effective in persuading returning donors to donate.
The paper demonstrates that 74 per cent of donors who called the donor line cited the new commercial as the reason for their call. By the end of January, blood donor attendances were on target and levels for new and returning blood donors were 7 per cent above target.
"This campaign had a tough mission: to make sure the health service had enough blood at a time when supply was becoming unusually tight. This paper shows how they did it. We were particularly impressed by the use of radio to fine-tune supply to meet short-term fluctuations in demand. Not only that, it's a great read too."
- Les Binet, European director, DDB Matrix, and convenor of judges.