We are a highly passionate and motivated branding
agency, dedicated to providing the simplest and clearest
solutions to every strategic and creative need.
Precision, Simplicity, Synergy
Classic and timeless
Creativity through Simplicity
1. Recruit new donors and increase active donor base by
2. Ensure that 50% of these donors are blood-type O
3. Encourage new donors to successfully convert to active
donors (more than one donation in a 12-month period)
Noir tackled this challenge by doing a situational analysis to
find key insights and develop an fully integrated
communications campaign in order to meet the objectives
presented to us.
Challenges and Constraints
We have identified challenges/constraints that we either need to solve or
work around in order to produce a successful campaign.
Only 1.3% of the population makes up the active donor base.
High barrier of entry to donate (need to encourage less risky lifestyles)
WPBTS seek mainly blood-type O, but don’t want to single them out and
reject other donors
Online and physical surveys (sample size: 160)
Physical site visits
To discover the key reasons for people not donating
blood, as well as understand the general attitude toward
Do they know their blood type?
Are they regular donors?
What are the reasons that are preventing them from donating?
What would motivate them to donate?
Do they know about WPBTS?
Do they know where the closest blood clinic to them is?
Preventative factors to donating
Attitude toward WPBTS
General lack of knowledge
Those who are aware commend the service
PESTLE Analysis (External)
• Legal system demands altruism and not
incentives for good deeds
• Conflict between government and blood services
• Majority of youth are unaware of their blood type, but
recognise of knowing it
• Negative association with blood donation, fear of
needles and general dislike for doctors
• Most of the youth lead lifestyles which do not
condone blood donation
• Most people want something in return for donating
• Nucleic Amplification Technology (ID-NAT) - Method
of shortening the window period for recognising the
• ID-NAT under scrutiny for reliability as a testing model
and if implemented could shorten the window period
for potential donors involved in risky activity.
SWOT Analysis (Internal)
• Inability to gain exposure
• Not recognised as separate
• No SA Statistics
• Strict safety regulations
• Non-specific campaigns
• No sponsorship
• Preconception of time wasting
• No clear regulatory authority
• Provincial, Unable expand to
a national base
• Negative Associations with
• Unable to compete for
attention with national NGOs
• Fantastic Service
• One of the most advanced
blood services globally
• Great training program in
place, Sustain growth
• Sponsorship options, Cape
Town based Companies
• Celebrity endorsement
• Create personal environment
• Linking up with other
South African Red Cross Society
Heart Foundation of South Africa
South African National Bloods
All competitor NGOs selected are part of the health sector, and
are thus the closest indirect competitors to WPBTS in terms of
exposure and support.
• Access to more resources
• Established interactive events
• Lack of educational efforts
• Overshadow smaller NGOs (don’t support)
• Most rely on size of NGO opposed to marketing efforts to gain exposure
• Associated products overshadow cause/identity
• State funding/support
• Product approval recognition
• People desensitised to NGOs
Good facilities and staff.
However, the contact points do not link up effectively due to a lack of
effectiveness of the brands media communications.
The brand fails to attain much needed exposure, resulting in blood
donations not being a priority and stand-out point in peoples’ minds.
• Large amount of people unaware of WPBTS as a brand
• Brand communications go unnoticed
• More inclined to go with someone (bring a buddy)
• Need to be made aware of mobile clinics
• Would prefer if WPBTS came to them
• Want remuneration/recognition for donations
• Want communications on platforms they are active on
• Appreciate the refreshments and freebies
1) How can we craft a stronger identity for the brand?
Brand goes unnoticed
People don’t always distinguish from SANBS
2) What can we do to build a more focused interactive communications
Communication efforts fail to break through clutter
General public unaware of brand communications
3) How can we rework the brand data infrastructure?
People have the preconception of having their time wasted
People claim to not have very much time to spare
4) Who could we approach for brand sponsorship or endorsement?
To help fund brand communications
To align with a like-minded brand/personality to gain more exposure and
1. To restructure the brand concept by October 2013.
2. To increase brand awareness through the implementation of a more
effective Integrated Brand Communications campaign by January
3. To increase efficiency of information processing through an online
database by October 2013.
4. To align the brand with a company for sponsorship by September
The whole is greater than the sum of its parts
Our concept emphasizes the idea of strength in numbers.
We value the idea of unity, and use it as the grounding theme
throughout our ideas.
We aim to build a movement surrounding blood donations and
offer a community for the individual to be a part of.
We believe in a holistic approach to thinking, placing value on
the culmination of the strengths of each individual part.
“50 Things You Can’t Do Alone”
Radio Station: UCT, Maties, Good Hope, KFM
Time: 15 Seconds
MVO: 50 things you can’t do alone.
MVO: number 48.
MVO: Tandem cycling.
MVO: Western Cape Blood Service. Together we
SFX: drum roll
SFX: drum cymbal
Sunday braai, Underground Poker Tournament, Ride a
gondola, Road tripping in a Kombi, Club-hopping, Table
Advertisement QR Code Website Option:
First time donor/Regular donor Enter Name & Surname
(enter updated details for Lifestyle Questionnaire)
Online Submission Form
Proposed changes and recommendations for
Facebook and Twitter
• Remove “redness” from background
• Don’t use blood drops
• Follow sponsorship companies on Twitter & make it
known that they are associated with them
• Add more photos of people actively donating
(especially local bloggers and celebs, these
“excursions” must also be blogged)
• Encourage trend of using hashtags when they tweet
after they’ve donated #CTblooddonation
• “Have you seen the Big Red Blood Bus in your area?”
• “The next mobile clinic will be at UCT Upper Campus
on 20 September from 10am-1pm
Medium Media Type September October November December January
Magazine Full Circle
Newspapers Cape Argus
Good Hope FM
Social Media Facebook
Mobile Bus Decals
Bus Shelter Ads
Medium Quantity Cost Per Unit Total
Good Hope FM
2 Times/ Week
Bus Shelters (Primedia) 8 R3900 P/M R11,700
Wellness Warehouse (Online)
R350 Per 3000
R 394,74 per
Bundle of 2000 R 1184.22
Total R1, 227,284.28