Rhode Island Blood Center: Help "Someone Else"

Rhode Island Blood Center (RIBC), a blood donation center in the US, put a name and face to 'someone else' to illustrate the importance of becoming a blood donor.

Agency: PriMedia Inc./Nail Communications

Objectives

We had two main objectives:

Create motivational messaging capable of convincing as many "lapsed" donors and potential new donors as possible that donating enough blood to meet the community's daily/yearly needs (200 pints per day/75,000 per year) is a SHARED and continuing responsibility, that shouldn't be unfairly foisted on "Someone Else".

Somehow find a way to get our message (Help Someone Else. Become a Blood Donor), out to all potential donors @ the lowest possible cost, but often enough and long enough to bring the blood supply back to minimally acceptable levels, over a...

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