Title	BROADCAST FOR BLOOD
Brand	RED CROSS ROMANIA
Product/Service	BLOOD DONATION
Category	B04. Use of Broadcast
Entrant	McCANN BUCHAREST, ROMANIA
Idea Creation	McCANN BUCHAREST, ROMANIA
Media Placement	UM BUCHAREST, ROMANIA
PR	McCANN PR Bucharest, ROMANIA
Production	MRM//McCANN BUCHAREST, ROMANIA

Name	Company	Position
CATALIN DOBRE	MCCANN BUCHAREST	Chief Creative Officer
ADRIAN BOTAN	MCCANN EUROPE	Creative President
COSTIN BOGDAN	MCCANN BUCHAREST	Group Creative Director
PAULA IONESCU	MCCANN BUCHAREST	Copywriter
MIHAI CONSTANTINESCU	MCCANN BUCHAREST	Art Director
DANA HOGEA	MCCANN BUCHAREST	Group Account Director
ALINA MASGRAS	MCCANN BUCHAREST	Account Manager
DIANA PATRICHE	MCCANN BUCHAREST	Senior Account Manager
CATALINA CROITORU	MCCANN BUCHAREST	Account Manager
OLGA TUDOR	MCCANN BUCHAREST	Account Manager
CORINA NICA	MCCANN BUCHAREST	Corporate PR Executive
PETRE BRUMA	MCCANN BUCHAREST	Production Manager
LAVINIA CHICAN	MCCANN PR	Senior Partner
MIHAELA DUMITRESCU	MCCANN PR	Account Director
ALEXANDRA TANASESCU	MCCANN PR	PR Manager
RALUCA ANDREICA	MCCANN PR	Copywriter
MARIA IORDACHE	MCCANN PR	Account Manager
VICTOR CROITORU	UM ROMANIA	CEE Strategy Director
ALEXANDRU PASCU	UM ROMANIA	Media Buyer
ALEX BUDIN	MRM//MCCANN BUCHAREST	Head of Technology
LAURA BELC	MRM//MCCANN BUCHAREST	Group Creative Director

Why is this work relevant for Direct?

Romanians rally to donate blood only when journalists report a tragedy on the news. The creative solution is a way to activate people to donate blood by hijacking the very medium that we knew they respond to - the news. We created microphone flags with the blood types in need prompting people to donate blood. A simple innovation that turned every microphone into a call for blood donors. From an often ignored topic, blood donation achieved breaking news presence every day across all main TV stations.

Background

Romania ranks last in the EU for registered blood donors. People donate massively only when there’s a tragedy on the news. Transfusion centers are over capacity one day, then empty for months after. But blood expires in 21 days, so short term spikes can’t solve the long term blood shortage. The Romanian Red Cross wanted to educate people about the importance of donating blood constantly. Someone needs a blood transfusion every 3 seconds, not just when there’s a tragedy in the news.

Describe the creative idea (30% of vote)

We looked for that one thing that’s constantly in the news across all channels every time: the microphone. We turned blood donation into Breaking News by creating microphone flags that ask for donors. So blood donation is in the news not only when tragedy strikes, but every day. The more important the piece of news is, the more stations are present, broadcasting when it happens. This is how our microphone gains visibility across more channels at once.

Describe the strategy (20% of vote)

TV stations have to power to shape people’s behavior. When journalists report a tragedy, they put the need for blood on the public agenda, generating huge queues at transfusion centers. But out of sight means out of mind. Most of the donated blood is not used for “breaking news” strategies. There are many daily struggles that don’t make headlines but need blood the most: such as surgeries or patients with cancer. When the need for blood is not featured on the news, people stop donating, leaving Romania last in the EU in terms of registered blood donors. To generate a constant stream of donors the Romanian Red Cross decided to put blood donation on the news constantly.

Describe the execution (20% of vote)

We hijacked the news by creating microphone flags that ask for blood donors. Using our simple innovation, every microphone became a call to action to donate blood. This means massive exposure live on TV, in prime time, especially during the news. Pro TV, leading local station, were first to join using the microphones every day in their broadcasts. All the main TV channels soon followed. Stations that are direct competitors came together for the cause, regardless of their profile or agenda. From public, commercial, religious, to sport, to music, they rallied in one of the biggest media mobilizations in recent years. To complete the story, TV stations also created special public service announcement reminding people to donate blood. As the cause gained momentum, even radio stations joined, using the branded microphones on their online broadcasts. Romania’s biggest artists also joined in by donating their microphones for the cause.

List the results (30% of vote)

The campaign started 2 months ago and the plan is to keep it indefinitely. 12 stations joined the cause so far TV (Pro TV, TVR 1, TVR 2, Digi24, Romania TV, Antena 1, Music Channel, Trinitas) Radio (Kiss FM, Magic FM, Rock KM, RFI) The blood donation microphones are visible on the stations the joined the cause, but also on the ones that didn’t, as Breaking News interviews usually feature the same microphones bouquet. 2.219.433 € earned media and still counting 128.588.000 impressions so far aka constant reminders for blood donation 52 minutes daily average air time 12% rise in constant donors in the largest cities. Not just a spike, but constant donors.