BROADCAST FOR BLOOD

ClientRED CROSS ROMANIA
Category B01. Use of TV & Other Screens
TitleBROADCAST FOR BLOOD
Product/ServiceBLOOD DONATION
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
Name Company Position
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.