Rhode Island Blood Center - Advertising
Help Someone Else
Most people know that donating blood is important. So why don’t they? Because they think someone else will do it.
Our Insight
With 37 percent of the population being eligible to donate blood but less than 10 percent donating, the Someone Else campaign plays an important role in reminding citizens that a small number of people cannot bear the burden of the blood supply alone. And we cannot assume that “someone else” will make sure that this vital service is available to the community.
Our Strategy
Combat the innocent bystander effect by celebrating the sacrifice, and undermine complacency about those who donate. Shift perception from giving a donation to becoming a donor.
Impact
Stopped a 3-year decline in donations
Total donations up 11%
First time donors up 10%
Lapsed donors up 139%