Integrated Marketing Campaign

Chartwell Agency partnered with the blood center to develop a new campaign message, create a complementary, authentic advertising campaign, and coordinate a rollout to benefit the organization. The blood center’s goals include recruiting first-time donors to give at fixed locations and mobile drives, encouraging first-time or current donors to become more frequent donors, and reinforcing the importance of donation through personal connections.

The resulting Give as if his/her life depends on it … because it did campaign is patient-centered and reinforces the connection between generous donors and local patients. It also drives home that there is no substitute for blood. The campaign represents different types of patients, then tells the story of how each relies on the life-giving properties of donated blood. The headline creates a personal connection between donors and recipients while also underscoring the importance of the donation to survival.

Imagery can cross age, gender, race, and needs to educate and appeal to a variety of current and potential donors. Secondary copy can reinforce messaging around regular donation and convenience.

The campaign rollout included updating the blood center’s website and social media pages; integrated advertising through digital, print, radio and TV platforms; and for collateral such as mobile blood drive posters and donor center signage.