Title	GIVE BLOOD. GIVE POWER. CHAMPIONS FOR CHILDREN
Brand	GERMAN RED CROSS
Product/Service	BLOOD DONATION
Category	B08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company	JUNG von MATT Hamburg, GERMANY
Advertising Agency	JUNG von MATT Hamburg, GERMANY

Name	Company	Position
Dörte Spengler/Ahrens	Jung Von Matt AG	Executive Creative Director
Jan Rexhausen	Jung Von Matt AG	Executive Creative Director
Christoph Metzelder	Jung Von Matt AG	Managing Director
Raphael Brinkert	Jung Von Matt AG	Managing Director
Katia Kraus	Jung Von Matt AG	Managing Director
Danilo Kloefer	Jung Von Matt AG	Agency Producer
Julia Schreiber	Jung Von Matt AG	Project Manager
Lisa Währer	Jung Von Matt AG	Project Manager
Felix Fenz		Creative Director
Savina Mokreva	Jung Von Matt AG	Art Director
Robin Stam	Jung Von Matt AG	Copywriter
Sören Brandenburg	Jung Von Matt AG	Director
Nadine Dominicus	N/S	Producer
Anna/Lena Tisson	Mhoch4	Producer
Bettina Ballhause	N/S	Producer
Hendrik Bleier	N/S	Editor
Jürgen Alswede	N/S	Camera
Javier Gelpi De Fez	N/S	Idea
Victor Segovia Navarro	N/S	Idea

The Brief

Every day, about 17.000 children and adults in Germany are in need of blood transfusions. To fulfill this enormous need, the German Red Cross needed a campaign to get more blood donors. But we decided to go further than that. Because sick children not only need blood, but also a lot of fighting power and the will to win. But how can we motivate sick children and get more blood donors at the same time? For this we reached out for a new target audience in the world of football.

Describe how the promotion developed from concept to implementation

For "Give Blood. Give Power.", famous soccer players from Germany donated their blood for sick children. They fuction as role models for amateur soccer players and other fans in a big PR-campaign. As most children in Germany are huge soccer fans, the idea of having the blood of their favorite football player running through their veins encourages them and gives new hope. On the labels of the blood bags the young patients could see which of their football idols helped them win their fight. Additionally, a billboard campaign and posters appealed for blood donations from regional football clubs in Germany.

Describe the success of the promotion with both client and consumer including some quantifiable results

"Give blood. Give Power." was picked up by national media (TV and press) and, with the support of all participating soccer stars, was published on almost 500 online news sites, blogs, online video platforms and on social media like Facebook, Youtube and Twitter. Good for a total of 18 million views. Free media earnings as a result of the campaign were over 1,5 Million Euro. In just the first three weeks of the campaign over 9000 amateur soccer players registered as new donors. And the sick children got more hope, the effect of this only time will tell...

Explain why the method of promotion was most relevant to the product or service

By having the famous soccer players as donors and communicating this in the most striking way, the effect was double: - By giving the right example, more people (especially amateur soccer players) overcame their fear of needles and donated as well. - Sick children got more hope, knowing that the blood of a famous soccer player is now running through their veins.