Canadian Blood Services: One Hero

This case study describes a campaign by Canadian Blood Services, an organisation matching people in need of bone marrow or stem cells with donors, which targeted 17-35 year old males to encourage them to sign up to donate.

Canadian Blood Services: One Hero

DDB Canada

Situation analysis

Overall assessment

The truth around the not-for-profit sector in Canada is that the donor population is aging. That's fine when you're looking for money, but not when you need stem cell and marrow donors, which is exactly what Canadian Blood Services is always trying to collect. And in an aging donor-population, finding optimal matches was getting more and more difficult.

CBS needed help shoring up their donor lists with eligible donors. And with recent research showing that procedures involving stem cells taken from young males tend to have greater success rates,...

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