| Title | THE RED CROSS CONNECTION |
| Brand | SINGAPORE RED CROSS |
| Product/Service | BLOOD DONATION |
| Category |
A07. SOCIAL FOR MOBILE |
|
Entrant Company
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MRM//McCANN Singapore, SINGAPORE
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Advertising Agency
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MRM//McCANN Singapore, SINGAPORE
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Advertising Agency 2
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McCANN HEALTH Singapore, SINGAPORE
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Production Company
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SEMICOLON Singapore, SINGAPORE
|
Credits
| Dante Abelarde |
MRM/Mccann |
Creative Director |
| Victor Soh |
MRM/Mccann |
Senior Art Director |
| Dhillon Singh |
MRM/Mccann |
Copywriter |
| Nigel Heng |
MRM/Mccann |
Director Of Video |
| Sean Riley |
Mccann Healthcare |
Executive Creative Director |
| Graeme Read |
Mccann Healthcare |
Managing Director |
| Claire Tan |
Mccann Healthcare |
Account Director |
| Rayne Lee |
Mccann Healthcare |
Account Manager |
| Farhan Adenan |
Mccann Healthcare |
Copywriter |
| Denis Li |
Mccann Healthcare |
Art Director |
Creative Execution
Riding on Red Cross' annual awareness campaign, users were invited to join the Red Cross Connection by downloading the app and connecting to Facebook.
Once installed, the app lets Red Cross launch blood alerts for specific blood types - microcampaigns sent to users who could then respond by finding a blood centre to donate or sharing the alert to their friends online to find donors.
Through QR scanning on posters at blood centres, the app credits users for their donations and number of times they share alerts. The app also allowed merchant tie-ups to reward active users for their participation.
18 blood alerts activated for different blood types to its network of over 41,500 volunteers and followers.
Increased new donor registration by 2% (double set target of 1% increase)
20,042 first-time (new) donors
21,999 youth donors participated (age 16-25)
121,360 blood donations (every blood donation can save up to 3 lives)
Issues: Every year, Singapore Red Cross faces the repeated challenge of raising the blood supply to meet the ever growing demand for different blood types throughout the year.
Objectives: Increase new donor registration (by 1%) to meet the demand for specific blood types in a timely cost-effective way, and to raise youth participation for blood donation.
Insight: Research revealed that youths are active on social media, are smartphone users, and participate in activities and interest groups that help establish their identities. The Red Cross also identified youths as the next generation of blood donors.