Croix-Rouge de Belgique

Better
twogether!

Client

Croix-Rouge de Belgique

Thematic

Recruitment and Retention Campaign

Services

Guidance & Strategy, Creative Concept, Multi-channel Campaign, Content Production

Crew

Joëlle Belangé, Antoinette Ribas, Iliana Couvez, Zoé Quertigniez, Juliette Pedron

Project description

Every summer, the need for blood products remains high while donations tend to slump. To encourage known donors to continue donating while also recruiting new profiles, the Belgian Red Cross launched a major referral campaign. The idea is simple: invite an acquaintance to make their first blood, plasma or platelets donation. Both the referrer and the new donor will receive double loyalty points and a summer reward. Our challenge? To make people want to donate together by turning it into a nice experience… for two.

Rather than running a simple promotional campaign, we chose to tell a universal story: the best summer moments are rarely experienced alone. With friends, as a couple, with family or a colleague, donating blood becomes a nice bonding moment that saves lives.

We have developed a fresh, bright and summery creative concept, with a series of visuals inspired by the summer holidays, particularly adapted for social media: beach, sunglasses, flip-flops or even the Belgian national holiday. Each creation is a straightforward reminder that donating together equals double the help for patients, while donors are rewarded double through the loyalty programme.

This positive, accessible campaign brings people together and transforms a first donation into a shared experience.

The campaign runs on social media, via mailings as well as on posters for hospitals and doctors.