Singapore Red Cross: The Red Cross Connection

This case study explains how the Singapore Red Cross, a charity, created a mobile app to promote blood donation and recruit new donors.

Singapore Red Cross: The Red Cross Connection

Campaign details

Brand: Singapore Red CrossAgency: MRM//McCannCategory: Messaging, Relationshp Building/CRM and Social Impact/Not for ProfitRegion: APAC

Objective

Every year, Singapore Red Cross faces the challenge of raising the required blood supply to meet the nation's needs. Despite the support of existing blood donors, the growing demand makes finding new blood donors a critical part of the strategy, with the Singapore youths identified as being key to recruiting the next generation of blood donors.

Hard objectives (KPIs) included:

  • Increasing total blood donation
  • Increase new donor recruitment
  • Reach...

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