To help double plasma donations by 2029, The Crew and the Red Cross Belgium launched a bold, offbeat nationwide campaign that uses humor and striking contrasts to turn attention into life-saving action.
Croix-Rouge de Belgique
This yellow
doesn't save lives
Client
Croix-Rouge de Belgique
Thematic
Awareness CampaignRecruitment
Services
Guidance & Strategy, Creative Concept, Multi-channel Campaign, Content Production, Data Analysis & Reporting
Crew
Joëlle Belangé, Catherine Hermans, Iliana Couvez, Zoé Quertigniez, Johan Van Ransbeek, Daniëlle Verlinden, Vincent De Roose, Student
Project description
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Currently, we are sorely lacking plasma in Belgium. The need for plasma is increasing day by day. Therefore, The Crew and the Red Cross Belgium are launching a long-term awareness and recruitment campaign with a clear objective: double donations by 2029. And to do this, they chose an offbeat design, a tone-of-voice that makes you smile and above all a clear message: “THIS YELLOW DOES NOT SAVE LIVES. THE PLASMA IN YOUR BLOOD DOES.” By playing on unexpected (and funny) comparisons, the campaign challenges, tickles and, above all, captures people’s minds. On social media, on the radio, in public places, on campuses… Get ready to see this campaign surfacing everywhere!
Spot radio
