我的第一次
Advertising Campaign for Red Cross
The blood donation rate keep dropping in recent years. Therefore, we would like to use a creative way to encourage teenagers go blood donation, specially those who without blood donation experience to walk their first step on blood donation.
INSIGHT 1/ Let "the first time" of being an adult be memorial
GET - Secondary school student who without blood donation experience
TO - Go blood donation (Raise the amount of first blood donation)
BY - Telling them that blood donation make you an adult
1. Viral Videos
1 min video using ”潮文” to describe the first blood donation of a boy who is 19 years old.
"潮文" is very popular among teenager. Using humor style and innovative way to promote a meaningful activity can attract our TA.
十九歲的第一次
2. Promotion Card
To call for Participation, Game cards will be distribute at the school Blood Donation Day. And ask for donors posting fake photo on their Facebook status with the tag "Zane Keun". Making people curious, and click the link to look for more information
Game Card Example
Ambassador Fans Page on Facebook
After watching the video and facebook news feed promotion, deal to the curiosity, audience will enter a facebook page which calls ‘Zane Keun’.It sounds like "成日捐" in Chinese, which mean always go to blood donation.
We make ‘Zane Keun’ look like a real person who is a ambassador of blood donation, sharing his opinion of blood donation. Use a soft selling way to promote blood donation to our target audience.
Link: http://www.facebook.com/ZaneKeun
The page will include explanation of the video and game card, news about blood donation and diary of 'Zane Keun'.
So to soft-selling blood donation, keep update the page, and make it long-lasting
