This campaign is designed to raise awareness about the need for regular blood donations at CBS. It is based on the fact that the DNA of donors stays in the body of receivers for several days. The campaign encourages viewers to donate blood by showing how much their donations would have a positive effect on their community.
Insight: DNA forms an unseen connection between blood donors and everyone their donations help, which evokes feelings of community, belongingness and doing good.
The illustration is a map of Toronto streets in the shape of a DNA strand with footsteps going down the street that stand for the mark that a donor leaves not just on the receiver of the blood, but everyone in the community. Imagine having several people receive your blood, they would carry your DNA with them for days or even months!
The campaign includes transit posters, social media ads and direct mail. The direct mail card is customized to the neighbourhoods it's delivered to, for example, someone living in North York would get Yonge and Eglinton as the main streets of the map. The card also shows a map of the nearest CBS location.
