To build awareness of the idea “Sufficient Blood Supply 365 Days a Year”, Shanghai Blood Centre started “Claim Your Blood Donor Day” campaign

Data from Blood Centre shows that people usually donate blood during special occasions like anniversary, birthday or other memorable events. In actual fact, blood donation could be every day.

This mixed media commercial inspires people to claim a day out of 365 day as their blood donation day. Based on their personalities, hobbies or even their favourite season or the year, giving them a reason to do something good.

I co-directed this piece together with an animator and illustrator. We shot and drew frame by frame

What started as a small CSR campaign was adapted to nationwide campaign.

Using data to our advantage, we worked closely with the team at Shanghai Blood Centre and uncovered 2 data points that served as the foundation of our campaign strategy.

1. Most Shanghainese only blood during special occasion – Birthday, Anniversary, and etc

2. Donated blood only has a lifespan of 35 days.

Idea：

Avoiding typical scare tactics of the past showing gory visuals. We created a mobile site with 365 days of Photo Filter based on the data that donators usually only donate blood on a special occasions. The filters are executed in a hand-drawn illustration style, where we invited about 60 different illustrators from APAC to contribute to this good cause. The campaign also help to change the perception of blood donation from being serious, cold and clinical to something more light-hearted and approachable.

From 1st of January to 31st of December, each day has a special occasion to commemorate, a reason for donators to donate blood. Donators could pick their favourite date on the mobile site, this will then generate a filter based on the date they’ve chosen. Donators will be prompt to take a picture with the filter, as a pledge to donate blood on the date they’ve chosen and share it to their social media.