What if people realised that donated blood can make one of their greatest fears, cancer, less vicious? Anyone can get cancer. That’s a clever idea and it comes from BBDO New York. The agency’s new give blood campaign puts the American Red Cross and the American Cancer Society together.
Chemotherapy and radiation, used to treat cancer, can damage the body’s ability to generate healthy blood cells and cause potentially life-threatening conditions. Blood transfusions from donors help to provide patients with critical clotting factors, proteins and antibodies needed to help their bodies fight back.
The campaign asks people to Give Blood to Give Time, and yes, the message is housed in a typical story of a person’s journey from diagnosis through treatment, but the agency has fashioned that story in a striking new way.
“The need for blood in cancer treatments is an important and untold story,” stated Gary Reedy, chief executive officer of the American Cancer Society. “The American Cancer Society is excited to be working with the Red Cross on Give Blood to Give Time. Through this partnership, we want people to know there are multiple ways they can help and make a meaningful difference in the lives of patients and their families.”
“The Give Blood to Give Time partnership is a wonderful opportunity to harness the unique strengths of both organisations and provide a way for people to help give patients and their families the resources they need to fight back,” added Gail McGovern, president and chief executive officer of the American Red Cross. “I know from experience that a loved one’s diagnosis can make family and friends feel helpless. They often don’t realise that individuals can make a difference by giving blood and platelets.”
Agency: BBDO New York
Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Creative Directors: Roberto Danino, Carolyn Davis & Matthew Page
Head of Integrated Production: David Rolfe
VP Executive Producer: Sofia Handler
Planning: Alex Britt
SVP Account Director: Valerie Sena
Account Director Jimmy McNamara
Account Executive: Darcy McGuire
Production Company: Caviar
Director: Benjamin Mege
Director of Photography: John Londono
Producer: Malcom Wax
Head of Production: Casey Wooden
Editing: Anne Perri @ The Work
Music: Q Department