We are working alongside the New Zealand Blood Service to create an experiential marketing campaign to catalyze discussion around Blood Donation in New Zealand focusing on youth donors (18-25).
We intend to positively influence the behaviour and thoughts surrounding giving blood as an eligible 18-25 year old in New Zealand. We want to show that donating blood is a meaningful and important contribution to society, as well as for the individual, while also moving towards making it part of everyday conversation.
Traditionally, NZ Blood's Campaigns have focused on the altruistic nature of giving blood and have tried to encourage people to give by highlighting the selflessness of giving blood, and the vital importance to those who need the donations.
We want to try a different approach to better communicate and affect our target demographic of eligible 18-25 year-olds.
We are creating a campaign that promises the audience the perfect excuse to use in any situation: "I was giving blood". This will be made provocative and engaging through the use of targeted humour and cultural references.
Based on data and insights provided by NZBlood, we have found that there are many easy excuses to not donate blood. Our campaign targets this by playing on the concept of excuses; both valid and unreasonable.
We give the promise of the perfect excuse - the selfless and noble act of giving blood - and show it being used in absurd situations. This reveals the nature of these excuses to not give blood, but also carries a subtext showing the inherently selfish behavior that creates excuses for not donating blood. An underlying message of "you won't donate blood for other people, so we have to appeal to you by offering you a selfish reward: an excuse to get out of anything else in your life".
Have subtext of calling out inherently selfish behavior that creates excuses for not donating blood. An underlying message of "you won't donate blood for other people, so we have to appeal to you by offering you a selfish reward: an excuse to get out of anything else in your life".
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