Red Cross Promo, Case study BLOOD SEARCH MADE EASY by Ogilvy & Mather Mumbai

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BLOOD SEARCH MADE EASY

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market India
Agency Ogilvy & Mather Mumbai
Executive Creative Director Sukesh Kumar Nayak
Creative Director Bhavna Kher
Art Director Unnikrishnan Manikoth
Copywriter Shefali Ahir
Illustrator C. V. Saju
Released December 2012

Credits & Description

Advertiser: INDIAN RED CROSS SOCIETY
Agency: OGILVY & MATHER INDIA
Category: Best Use of Social Media
Advertising campaign: BLOOD SEARCH MADE EASY
National Creative Director: Abhijit Avasthi (Ogilvy/Mather/India)
Illustrator: Saju C.v. (Ogilvy/Mather/India)
Copywriter: Sukesh Kumar Nayak (Ogilvy/Mather/India)
National Creative Director: Rajiv Rao (Ogilvy/Mather/India)
Executive Creative Director: Sukesh Kumar Nayak (Ogilvy/Mather/India)
Copywriter: Bhavna Kher (Ogilvy/Mather/India)
Creative Director: Bhavna Kher (Ogilvy/Mather/India)
Copywriter: Shefali Ahir (Ogilvy/Mather/India)
Art Director: Unnikrishnan Manikoth (Ogilvy/Mather/India)

Effectiveness
This simple idea has increased the number of blood donors exponentially. With ‘Facebook Graph Search', finding a blood donor has now become nearly 300 times faster. Also, the number of blood donors available per blood group has increased manifold.Along with thousands of shares and likes online, the idea also got covered in 22 national publications. Celebrities tweeted and urged people to change their Facebook names. Blood search has become easy in 34 cities of India with absolutely ‘zero budget’.And above all this, we can’t put a number to the lives saved.

Execution
The idea was launched only on digital channel - Facebook and Youtube. However, the media extended it to print and other digital mediums. 22 national publications covered the idea and people also took the idea to phone (Whatsapp, BBM) and Twitter.

Strategy
A huge number of patients lost their lives owing to the lack of prompt response from blood donors. We needed to find a solution that helped fasten the process of blood search. While there are some people who donate blood regularly, a large number of people simply ignore it. So, IRCS wanted more number of people to come ahead and donate blood.Since a lot of time was wasted in the process of finding a donor, we thought of searching donor on Facebook – the most widely used social media platform and also the next best place for finding people. Facebook has 1.2 million people with potential to do good, so we asked all of them to help save a life.Client wanted to increase the number of blood donors, in a cost-effective way. We provided a solution that reached lakhs of potential donors with ‘zero budget’.