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Show that donating blood is such a good thing to do that it can comically tip the scales in your favor.
"Who left the dishes in the sink?"
"I was donating blood.."\
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".
user generated content
Target a flatting situation, as a way of getting out of menial flat chores.
could even break karma down into four categories
Web app portal:
Create a web app that allows people to write their own, or auto generate, a situation that they need to get out of. Subversive billsticker and print ads work to create intrigue and encourage audience to investigate the campaign further. Using provocative situations visually and through short sentences.
These then have a call to action of "Get your excuse here" with a link to GetYourExcuse.org
The website then allows users to enter into a platform where they can view other people's situations. This is what adds value and motivation for a person to visit the site, and contributing to the platform is the way to gain access.
Because we are targeting the 18-25 year olds, we want to be able