Are You My Type?
The goal of this campaign is to recruit young adults to become blood donors. Research shows the millennial generation believes strongly that they can make a positive difference in the world. The campaign materials – posters, banners, table tents, name tags, and donor education materials – appeal to the target audience’s desire to be part of something bigger than themselves.Read Case Study »
Donors are literally the lifeblood of the American Red Cross. Because less than five percent of eligible donors give blood, donor recruitment is an ongoing need. The goal of this campaign is to get young adults to start this lifegiving habit. Once people give for the first time, they are far more likely to give again.
In high school and college people want to belong, and often struggle to find and define their identity. To develop this campaign, we conducted research with the youngest blood donors for words they would use to describe themselves. Their
answers were remarkably consistent. On the recruitment posters, those attributes were paired with blood types in an effort to get the viewer to identify themself as a blood donor. Whether you’re a brain, a jock, a geek, or a wallflower, you can be a blood donor. And that’s pretty cool. The campaign materials include posters, banners, t-shirts, name tags, table tents, and donor education materials.
Due to the campaign’s success – an 11% increase in young blood donors in the first year alone – Red Cross chapters in other regions purchased the campaign materials to be used locally. Because this campaign was designed with the input of the target audience, it can be launched with confidence.
By listening carefully to what we wanted to achieve, by focusing on what the target audience needs, by identifying a few carefully selected and developed design motifs that truly resonate — this is where Woychick Design excels. That they “get it” so well and so consistently has made them a delight to work with over the years.
— Jon Siess, Public Relations Manager, North Central Blood Services