The 'CHANGE A LIFE' Campaign
In the world of marketing and public awareness campaigns, there are few endeavours are as noble as those aimed at saving lives. This case study delves into such a campaign that really aligned with us a an agency. It’s the story of a ‘Change a Life’ campaign that we conceptualised and delivered for our client the South African National Blood Services that goes beyond conventional marketing objectives. At the heart of this collaboration was the critical challenge of securing platelet donors—a challenge as intricate as it is was essential.
Our Clients Challenge
Our client, the SANBS, approached us with a deeply impactful brief that sought to address the formidable difficulties associated with recruiting platelet donors. Platelets, vital components of the blood, are fundamental in the treatment of life-threatening conditions such as leukaemia and cancer. However, as our research and discussions with the client revealed, obtaining these donations is far from straightforward. The organisation was thus challenged with a shortage of platelet donors and an ever-increasing demand for platelets. The client’s needs were dire and we were further challenged by the urgency of bringing a campaign to life that quickly educated the public on the critical significance of platelet donation and an aggressive call to action to sign up to become a donor.
We ideated and strategised the ‘The Change a Life’ campaign, embarking on a journey to inspire South Africans to become platelet donors, leveraging our expertise in marketing and communications by executing a 360° marketing campaign that reached the target audience through multitude of integrated marketing channels.
The campaign began with a comprehensive exploration of platelets. We employed a mix of informative content through digital and traditional channels, explaining what platelets are, why they are crucial, who needs them (patients battling, cancer, elderly critical care patients, expecting mothers and other life-threatening conditions), when they are required, and where to donate.
Emotive Storytelling: To deeply connect with the audience, we adopted a storytelling approach. Real-life narratives of patients, donors, medical professionals, and the South African National Blood Service (SANBS) were woven into the campaign. These stories painted a vivid picture of the impact of platelet donation on all stakeholders.
Central to our campaign strategy was the incorporation of powerful narratives and visuals. These emotional stories and visuals were designed to inspire and motivate potential donors to take action. By tapping into the emotions of compassion, empathy, and a sense of community, we sought to encourage viewers to embrace the campaign’s call to action.
Telling the Whole Story: To give voice to all stakeholders, we showcased the journeys of recipients, donors, the SANBS team, and the medical fraternity. This multifaceted approach humanized the platelet donation process, allowing the audience to understand the depth of its impact.
The campaign Call to Action:
Change a Life: Our campaign’s Call to Action (CTA) was straightforward and compelling: “Change a Life.” This concise message resonated with the potential donors’ inherent desire to make a positive impact.
Becoming a Platelet Donor: We emphasized the simplicity of the action by encouraging viewers to “Become a Platelet Donor Today.” The sense of immediacy and the potential for personal transformation were key elements.
Interactive Education: We harnessed the power of technology by incorporating a QR code and a link, inviting individuals to go on a journey of education and enlightenment about platelet donation. This interactive component allowed for a deeper understanding of the process, which can often seem complex, and removed barriers to entry.
Social Media Posts
Platelets can only be stored and used for 5 days, so regular donors are needed. Individuals between the ages of 18 - 65 and generally in good health and weigh ≥ 55kg may become eligible to donate platelets.— The SANBS (@theSANBS) November 10, 2022
Become a platelet donor today pic.twitter.com/we5vU2V8O7
All blood types, except for type O & type B, are encouraged to try platelet donation. Type O & type B can make the most impact on patients in need of whole blood. Type AB can make the most impact by donating plasma and platelets.— The SANBS (@theSANBS) December 14, 2022
Become a platelet donor: https://t.co/XlV6ajD7UQ pic.twitter.com/MHbZjirz1N
As a platelet donor, you have the opportunity to give someone more precious moments with their family this festive season.— The SANBS (@theSANBS) December 21, 2022
Give a gift that is priceless.
Become a platelet donor today.
Find out how: https://t.co/XlV6ajD7UQ #changealife #plateletdonation pic.twitter.com/iu2eFnjkpM
The SANBS - Change a life Quiz
Short Format Videos
The campaign’s outcome and results:
In summary, the “Change a Life, Become a Platelet Donor” campaign leveraged emotional storytelling, education, and an inclusive approach to create a compelling narrative. By offering the audience a chance to be part of a life-changing mission through a clear and engaging call to action, we sought to motivate and empower potential donors, ultimately increasing platelet donations and positively impacting those in need. This campaign was not just about raising awareness; it was about making a difference. The SANBS has subsequently onboarded the ‘Change a life’ platelet drive campaign as an annual campaign with a permanent brand presence
- Males 48%
- Females 52%