The Ministry Of Public Health And Social Development Of Russia Promo, Case study THANK YOU, DONOR! by NW RASO, Ogilvy & Mather Moscow


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Industry Charities, Foundations, Volunteers, Blood Donation
Media Promo & PR, Case study
Market Russia
Agency NW RASO
Agency Ogilvy & Mather Moscow
Released November 2010

Credits & Description

Category: Public Sector
Product/Service: BLOOD DONATION
Minister of Public Health and Social Development of Russia: Tatyana Golikova (Ministry of Public Health and Social Development of Russia)
Assistant to the Minister of Public Health and Social Development of Russia: Sophia Malyavina (Ministry of Public Health and Social Development of Russia)
Head of Priority Communications Projects Department: Artem Korotkov (Ministry of Public Health and Social Development of Russia)
Communications Projects Director of the Blood Service development program: Alena Konkina (Ministry of Public Health and Social Development of Russia)
Head of FMBA: Vladimir Ujba (Federal Medical Biological Agency of Russia (FMBA))
Deputy Head of FMBA: Dmitriy Zverev (Federal Medical Biological Agency of Russia (FMBA))
Head of PR Department: Svetlana Marchenko (Federal Medical Biological Agency of Russia (FMBA))
Head of the Center: Olga Grishina (FMBA Blood Center)
Head of Social Communications Committee: Julia Gryaznova (Russian Public Relations Association)
CEO of SPN Ogilvy, Vice President of RASO: Andrey Barannikov (SPN Ogilvy, Russian Public Relations Association (RASO))
Deputy Managing Director: Leonid Kolodkin (SPN Ogilvy)
Head of Corporate and Public Affairs Practice: Tatyana Perelman (SPN Ogilvy)
Account Manager: Anatoly Mezhevitinov (SPN Ogilvy)
Media placement: "Thank You, Donor!" Section; "THANK DONORS" Button On The Homepage(Count Of Clicks, Thank-You Notes) - National Blood Service Website ( - November 17, 2010
Media placement: TV And Radio Announcements - "World" TV Channel, "Militia" Radio Station, And Other. - November 17, 2010
Media placement: Announcing Press Release About The Campaign - Target Media Pool (120 Nationwide And 400 Regional Media) - November 20, 2010
Media placement: Thank-You Addresses To Donors From Government Officials And Celebrities - Publishing In The "Thank You, Donor!" Section On And Sharing With Target Media Pool - November 21, 2010
Media placement: Invitations To The "Thank You, Donor!" Concert - Directly To Donors: Via Transfusion Centers; At Corporate Blood Drives; Online Via - November 22, 2010
Media placement: "Thank You, Donor!" Avatars Customized For Most Popular Russian Social Networks - Downloadable At Spread To Largest Networks:,, - November 23, 2010
Media placement: Red Ribbons "Thank You, Donor!" - Given To Passers-By And Drivers On The Streets Of Capitals Of 83 Russian Regions - November 24, 2010
Media placement: Press Release About The Concert - Target Media Pool (120 Nationwide And 400 Regional Media) - November 25, 2010
Media placement: "Thank You, Donor!" Live Concert - Live Events In 71 Cities All Over Russia Simultaneously; TV Link To 5 Cities; Live Stream On YaDonor - November 27, 2010
Media placement: Post Release - Target Media Pool (120 Nationwide And 400 Regional Media) - November 28, 2010

Summary of the Campaign
Addressing Russia’s severe lack of blood donors, with less than 50% of demand being met - in 2008 the Ministry of Public Health launched a comprehensive 5-year campaign to increase the number of regular volunteer donors.

In 2010, a nationwide "Thank you, donor!" project was launched to raise the status of donors (in their own eyes, and in the eyes of society), to establish a tradition of expressing gratitude to donors for saving lives, and to motivate people to donate by displays of public appreciation. For a week, government officials, celebrities, doctors, and patients thanked donors via the media. The public joined in by wearing a red ribbon, leaving thank-you notes on the website, or using customized avatars on their social networking profiles. This week of gratitude culminated in a live nationwide concert for donors held in 71 Russian regions simultaneously (spanning 11 time zones!), with a record 17,400 donors present. The campaign generated over 900 unique media hits, and millions thanked donors both on and offline. Polls now show an increase in the number of people willing to become donors, and growth in social and altruistic motivations to donate blood ("saving lives"), as opposed to personal and monetary reasons.

The Situation
One in three will need a blood transfusion at least once in their lifetime. Many depend on blood transfusions. The average European donor ratio was 40/1000 of population; in Russia it was 12/1000 - less than 50% of demand. The public perception of donors was of people who needed money, rather than people who saved lives altruistically. In 2008, the Ministry of Public Health began a 5-year campaign to encourage large-scale regular blood donations. The strategy was to develop the 'social institution' of blood donation, making donors feel part of a special community fulfilling a vital role.

The Goal
While the 2008-2010 campaign attracted over 1 million donations, it was essential to motivate people to give blood regularly. Research into international practice showed that countries with the highest number of donors used non-monetary incentives: public appreciation, social benefits, appealing to compassion, human unity. Our objectives were:

- encourage public recognition of the admirable and selfless acts of donors
- raise the status of blood donors in the eyes of Russians
- empower people to publicly display their gratitude for donors, and establish a habit of expressing it
- enable donors to feel this gratitude and their special status.

The Strategy
We announced a national "Thank you, donor!" week. The general public was encouraged to express gratitude to donors for selflessly saving lives.

The project was:

- multi-channel - providing a variety of ways to express thanks via traditional and social media, and offline activities.
- driven by:
a) numerous influential figures and celebrities appealing to a variety of audiences
b) people whose lives had been saved by donors - living proof of the benefits of blood donation.

The week culminated in a live nationwide concert for donors with personal words of gratitude from top government officials, performers and patients. Held in 71 regions simultaneously, the concert set a record for the number of donors at any one event. This record demonstrated the scale and importance of this community to both the general public and the donors themselves, increasing the incentive to donate and building public respect for them.

1. Nationwide week of honouring donors (22-27 November 2010).

- The media featured words of gratitude from patients whose lives were saved by donors, and from 20 leading figures, including the Minister of Health, medical and business authorities, popular actors and musicians.
- The general public displayed their gratitude by wearing red ribbons distributed by Blood Service volunteers.
- People were invited to leave thank-you notes on the campaign’s website and download customized "Thank you, donor" avatars for social networking sites.

2. Nationwide concert, "Thank you, donor!" (27 November).

Live events for donors were held simultaneously across 71 (of 83) Russian regions (spanning 11 time zones!) at 17:00 Moscow time. Five major cities were connected via a TV link. The concert was streamed live on A donor-count at the concerts was updated in real time in every region, and the record was announced during the event.

Documented Results
- 17,400 donors visited the concert - a record for any one donor event. Geographically speaking, "Thank you, donor!" became the largest live event ever held in Russia.
- Over 900 unique media hits nationwide.
- Millions wore red ribbons in support (250,000 in Moscow alone).
- Around 10,000 thanked donors online (22 November-present), leaving messages on the website and changing avatars.
- Those willing to become donors increased by 25% against 2009. The number of donors citing "helping people" as a motivation increased almost twofold; "being an Honorary Donor" increased eight-fold*.
- The perception of donors as "people who need money" dropped by almost two-fold*.
(*Results of the campaign throughout 2010, with "Thank you, donor" as one of its main elements).
- As a result of this success, the event has become annual, taking place in 2011 in the week before World Blood Donor Day, on 14 June.