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).
This project carries personal importance to our group. Josh has been involved with NZ Blood throughout his life as a patient. He has a medical condition called SCID (Severe Combined Immune Deficiency) we wont go into the nitty gritty details but recieves blood product from them as apart of his ongoing treatment. He see's this project as a chance for him personally to give back something to the people who have given him so much over the years.
Gianni is a regular plasma donor, along with his family. They have made a routine of donating, and this is the behavior we would like to encourage. Liam hasn't donated blood, and so can share an alternate perspective on giving blood as he would be first time donor. We represent each different demographic that our campaign would reach and be relevant to.
According to NZ Blood's statistics youth donor rates are in steady decline and have been for quite some time. The youth demographic plays a key role within the wider donor pool as early recruitment increases the chance of keeping them as donors throughout their lifetime. Therefore this project has the potential to benefit NZ Blood and its patients long term.
Josh Baxter (Patient) Liam Ball (Non-donor) Gianni Gambassi (Blood and plasma donor)
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.
We have established an open line of communication with NZ Blood that allows us to ask questions and gain feedback on thoughs and ideas throughout the design process.
At this stage we don't want to limit ourselves to one medium/method as further research and exploration is required to find the best deliverable style for our project.