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.


Stopped a 3-year decline in donations

Total donations up 11%

First time donors up 10%

Lapsed donors up 139%