Background:

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. We’ve tried to include registration of blood donation for the day they’ve chosen to make the campaign more holistic but failed to do so because of restrictions on server access.

Example of dates of filters:
27th of November – Bruce Lee’s birthday
6th of February – Jin Yong’s birthday
15th of November – Meme Day
5th of June – World Environment Day
20th of August – World Mosquito Day