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Inspiring Singaporean youths to donate blood
Launched in 2014, the Red Cross Connection continued through to 2015 with key improvements and optimizations. Integrating traditional media, on-ground events, PR, digital, film and an award-winning mobile app, the blood donation campaign for the Singapore Red Cross activated Singaporean youths to use their social media networks to find donors for specific blood types. The campaign also helped spread the word for blood donations, driving over 120,000 new donations with each donation potentially saving up to 3 lives.
Apart from exceeding its blood donation and donor recruitment targets, the campaign also did well creatively, earning over 40 global and regional awards covering digital, mobile, social, healthcare, innovation and media. The wins include gold, silver and bronze awards for the CLIOs, Spikes, IPA, Loyalty and Engagement, Mobile Excellence, Smarties, W3, and a Grand Prix and Best of Show at the Singapore Media Awards.
How a Share can Save Lives - a promotional video for the app launch.