Colombian Red Cross: From social network to donor network

Colombian Red Cross, the humanitarian organisation, ran a social media campaign that increased the size of its donor base.

Campaign details

Brand: Colombian Red CrossAgency: Sancho BBDOCountry: Colombia

Market background

For decades, the Colombian Red Cross has been the standard-bearer for the promotion of voluntary and regular blood donation in the country. In 2016, 123,665 voluntary blood donations were obtained, an increase of 4,346 over 2015.

Given that blood is a short-lived resource, the Red Cross, in addition to needing constant donors, also needs people who can be contacted and persuaded to donate in case of emergency.

The strategic challenge was framed as:

  • Taking advantage of the most important and consulted social network in...

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