New York City was facing a low blood supply, which has significant implications for New Yorkers. On average someone needs blood every 2 seconds and it’s critical for surgeries, traumatic injuries, cancer treatment, and other illnesses.
Donors can save up to three lives with one donation. To highlight this, NewYork-Presbyterian launched a campaign to demonstrate the personal impact blood donations can have on the people who receive them, and depict those who receive blood go on to experience meaningful moments in life.
Blood donation bags themselves became the campaign canvas for patients’ life milestone moments. Meaningful stories were handwritten directly onto the blood bags and simply photographed. The campaign captured NewYork-Presbyterian’s brand truth that revolves around helping New Yorkers stay amazing.
The campaign was featured on 200+ high-imact placements across New York City. There was also an extensive print run in the New York Times, Daily News, and New York Magazine.
