February 2009
McCann Healthcare Worldwide recently developed a blood donation campaign ‘Are you my type?’ for Singapore Red Cross.
The campaign features actual blood donors and will run throughout Singapore via mediums including bus shelters, print magazines and collateral.
Targeting Singapore youths who have never thought about blood donation, the campaign aims to reach out to this group to encourage them to step forward and adopt regular blood donations as a positive and cool act of charity and in the process also boost the number of youth donors to 10 percent of the total youth population by 2010.
Currently, youth blood donors account for less than five per cent of the total youth population in Singapore
Commenting on the creative idea behind the campaign, Sean Riley, ECD, McCann Healthcare Worldwide Singapore said, "In this campaign we try to capture the youth's interest, take some of the stigma away from blood donation and give it a younger and more fun image."
Riley continued, "The idea that two such completely different people would feel that they are one another's type brings a smile to the face and helps to showcase the very different types of people who do donate blood. Singapore has such a diverse population and so many blood types that finding someone who actually is just your type can be very valuable indeed.
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