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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Israel
Designer Naama Mhabary
Released April 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: NATAL
Date of First Appearance: Apr 28 2010
Entrant Company: TWENTYTHREE, Tel-Aviv, ISRAEL
Entry URL: http://www.twentythree.co.il/awards/bloodgroups
Creative Partner: Erez Rubinstein (twentythree)
Creative Partner: Yossi Tzarfati (twentythree)
Vice President Clients: Michael Poraz (twentythree)
Designer: Naama Mhabary (twentythree)
Developer: Edan Tal (twentythree)
Accounts Executive: Sivan Milow (twentythree)
Founder: Itai Ben-Horin (Ben-Horin Alexandrovich PR)
Media placement: Facebook Groups - Facebook - 28 April 2010

Insights, Strategy & the Idea
Natal is a non profit trauma centre for terror and war.

When it comes to an emergency, one of the most urgent needs is to find the right blood donor.
Finding donors on time is the difference between life and death.

The idea came after a young student died due to a lack of suitable blood donors.

We looked for a solution that would correlate to the increasing popularity of Facebook in Israel, especially with the target audience age group.

Israelis are very keen on helping each other, but they need the right platform -
and that's exactly what Natal was looking for.

Creative Execution
In Israel, Facebook is the 2nd most visited site (after Google),
with over 50% of the people listed as users.

Knowing these amazing figures, we decided to create a unique social collaboration:
We opened 8 Facebook Groups, one for each blood type, and asked people to
join so that in case of an emergency, we could immediately contact them.

We chose Facebook groups rather than fan pages, because of one unique feature that the groups have - the Message-All-Members tool. With this tool we could instantly send
a Facebook message to hundreds of relevant and willing donors.

We also created a website, www.bloodgroups.co.il, with all the information regarding urgent
blood donations, as well as links to the 8 Facebook Blood Groups.

Results and Effectiveness
The results were overwhelming.

In a few weeks, thousands of people joined the different groups,
creating the largest online urgent blood donators' pool.

The project and NATAL received huge media coverage on National TV/Radio/Newspapers,
and had thousands of mentions on Facebook and Twitter -
achieved with ZERO media budget.

The Israeli Red Cross joined hands and now sends us text messages when
they are in need of urgent donations.

A few months after the launch, we helped saved the life of a 15 year old girl who needed a specially urgent donation and we found a suitable donor within 5 hours!