Title | BROADCAST FOR BLOOD |
Brand | RED CROSS ROMANIA |
Product/Service | BLOOD DONATION |
Category |
B01. Use of TV & Other Screens |
Entrant
|
McCANN BUCHAREST, ROMANIA
|
Idea Creation
|
McCANN BUCHAREST, ROMANIA
|
Media Placement
|
UM BUCHAREST, ROMANIA
|
PR
|
McCANN PR Bucharest, ROMANIA
|
Production
|
MRM//McCANN BUCHAREST, ROMANIA
|
Credits
ADRIAN BOTAN |
MCCANN EUROPE |
Creative President |
CATALIN DOBRE |
MCCANN BUCHAREST |
Chief Creative Officer |
SIMONA SUMAN |
MRM//MCCANN ROMANIA |
Digital Creative Director |
IOANA ENACHE |
MRM//MCCANN ROMANIA |
Group Creative Director |
ION COJOCARU |
MRM//MCCANN ROMANIA |
Content Director |
CORINA IONITA |
MRM//MCCANN ROMANIA |
Head of Art |
DENISA ARMASU |
MRM//MCCANN ROMANIA |
Senior Copywriter |
CIPRIAN CIULEI |
MRM//MCCANN ROMANIA |
Video Editor |
ANDREEA SOFRONE |
MRM//MCCANN ROMANIA |
Group Account Ddirector |
ROCSANA MARIN |
MRM//MCCANN ROMANIA |
Senior Account Manager |
AMALIA JAKAB |
MCCANN BUCHAEST |
Group Account Director |
MADALINA PATACHIA |
MCCANN BUCHAREST |
Account Manager |
ANDREI FLORIAN |
MCCANN BUCHAREST |
Senior Strategic Planner |
CLAUDIU DOBRITA |
MCCANN PR |
Creative Director |
SIMONA SIMON |
MCCANN PR |
Group Creative Director |
DAN MEREANU |
MCCANN PR |
Senior Copywriter |
SORIN BARBULESCU |
MCCANN PR |
Graphic Designer |
LAVINIA CHICAN |
MCCANN PR |
Senior Partner |
MIHAELA DUMITRESCU |
MCCANN PR |
Account Director |
MARIA IORDACHE |
MCCANN PR |
Account Manager |
ALEXANDRA TANASESCU |
MCCANN PR |
PR Manager |
ANDREEA BARA |
MCCANN PR |
Account Executive |
ALEX IONESCU |
MCCANN BUChAREST |
AV Producer |
ALEX POPA |
MCCANN BUCHAREST |
AV Producer |
TIBERIIU MUNTEANU |
MCCANN BUCHAREST |
AV Manager |
VICTOR CROITORU |
UM ROMANIA |
CEE Strategy Director |
DANA CHITRUSCA |
UM ROMANIA |
Account Director |
OANA GRIGORE |
UM ROMANIA |
Senior Media Planner |
ANDREEA GAVRILESCU |
UM ROMANIA |
Digital Planner |
MARINA CIOBANU |
UM ROMANIA |
Media Planner |
ANCA POPESCU |
UM ROMANIA |
OOH Buyer |
RAMONA RADU |
UM ROMANIA |
Content Manager |
Why is this work relevant for Media?
Romanians rally to donate blood only when they see a tragedy in the news. In order to put blood donation constantly on the news, the Romanian Red Cross created a new media space, turning microphone flags into a call for blood donors. From an often ignored topic, blood donation achieved breaking news presence every day across all main TV stations, in front of millions of people.
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 / insights (30% of vote)
We turned blood donation into Breaking News by creating a new media space: microphone flags asking people to donate blood and showing the blood types in need. So, blood donation is 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 a new media: microphone flags that ask for blood donors. Using our simple innovation, every microphone became a call to action for the blood types in need. 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.
List the results (30% of vote)
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.