Colombian Red Cross DM MAIL OF LIFE by Leo Burnett Bogota

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Industry Charities, Foundations, Volunteers, Blood Donation
Media Direct marketing
Market Colombia
Agency Leo Burnett Bogota
Art Director Carlos Guerra Oviedo -Sergio Araya
Copywriter Camilo Carvajal
Photographer Javier Crespo
Released November 2009

Credits & Description

Category: Flat Mailing
Product/Service: BLOOD DONATION
Date of First Appearance: Nov 15 2009 12:00AM
Entry URL:
Chief Creative Director: Rodrigo Dávila (Leo Burnett Colombia)
Copywriter: Camilo Carvajal (Leo Burnett Colombia)
Art Director: Carlos Oviedo (Leo Burnett Colombia)
Account Manager: Juan Concha (Leo Burnett Colombia)
Photographer: Javier Crespo
Media placement: Direct Mail - Home - November, 2009

Describe the brief/objective of the direct campaign.
Increase the number of people volunteering to donate blood, since Colombia requires close to 40 donors for every 1000 inhabitants and right now only 11 people come to donate. Besides, each person that donates blood saves three lives.

Explain why the creative execution was relevant to the product or service.
It involves an interactive and simple way of showing how a person's blood can give life back to another. By interacting with the piece, people understood the message in a clear way and we managed for more people to donate blood.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
On acetate paper we printed the image of a person. We eliminated the cyan and black leaving only the magenta and yellow colours so the picture of the person would look red. Underneath you could read: “Your blood..." On the other side, we printed another person, this time only leaving the cyan and black colors so the person looked a pale blue color. Underneath that :" gives life to someone else”. When you placed the acetate with the first image on top of the second one, the person got all of her color back, and the copy was completed.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
People became more aware of the problem; so we see a 10% increase in blood donations over the prior year. People understood that giving blood is giving life.