3. “Just only 5% people who can donate blood”
- Kristen Hatfield, American Red Cross
- On average, each year we collected 420,660 units of blood, that means it’s
just only 30% of demand. Thus, 70% of the demand hasn’t been met
- In Vietnam, there’re 59%of voluntary resources, 33%of purchasing, and
families account for 8%
WHY IS THAT?
- Worrying about their health (76%)
- No permission from their families (17.3%)
- Thinking “Blood donation is the same as blood purchase” (6.7%)
4. Hey, guys.
Have you ever donated blood?
Yes, I have. But I don’t know why the
price of blood is too expensive. I think
hospitals use donors.
I’d love to donate blood but I’m too busy
with study stuff. On the other hand, I’m
scared of blood.
Is it not free?
Anw, I don’t care. It’s boring !!!
CUSTOMERCONTEXT Age: 18 – 22
Live in big cities
Dynamic on Facebook
Interested in social problems
5. Campaign big idea:
SuperHeroes – - Power From Pain
- Not only are Donors heroes,
Receipients are also heroes
- Dynamic symbol, attractive to young people
- Symbol of action for everyone
- Always beside us when we need help
- Connect heroes together
- Feel their pains and understand their
sorrows→We together must act immediately
Brand role: Inspire young people with
Marketing as well as social problems
O
6. Mar 9 – Mar 13 Mar 14 – Mar 31 Mar 21 – Mar 31 Mar 30 – Apr 4
Message
We re here.
You know?
Finding Heroes Round & Round Challenge Heroes save Heroes
-Demand of
“Thirsty for
Blood”
-Sharing stories -Having feel like
people needing
blood
-No sooner said
than done
-Spread blood
donation around
Vietnam
-Anyone can be a
hero
Key hook - Poster
- Share cover
and hashtag
- Youtube - Event
- Party for Blood
Donors
Content - Stick poster
at important
place
- Facebook
-Record a video:
Challenge your
friends&Spin around
-Donate blood
- Review campaign
Budget - 40 million
VND
~ 500 million VND
( Using money from
blood donation )
- 20 million VND
- Gifts : 10 million VND
7. Content
Everyday, the staffs hang 9 posters on traffic lights/bus stop/
trees in crowded places, and then “Superheroes – Power from
pain” fanpage post the photos of these posters on wall.
Every poster is unique.
8. -Encourage young people to share
the cover of the fanpage with their
stories about blood donation and
hashtag #superheroespowerfrompain,
then they’ll receive a spell.
- In “Heroes save heroes” event, they
tell “Special heroes” the spell to
receive the gifts .
Content
-Within 24 hours of being challenged,
participants must record a video of themselves.
-First, they tell whom dominated them. After
that, they spin around 7 times then stop and
dominate 3 other people to join in the
challenge. Then, they’ll promise to donate blood
- Spinning around makes participants dizzy like
getting anemia.
Content
9. - Place: universities, parks
- Gifts for donors:
+ A card - the ticket for the party 4/4,
attaching QR code with links to a random
video about the thanks of receipients
+ The certificate of bood donation
+ Thank-you letter from organizers
- Greetings from donors to receipients
Content Content
- Snack
- Excited with live music and
crazy dance
- Thanks from organizers and
annouce our fanpage to
become the page helping
receipents get free blood from
volunteers
