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Insight Let "the first time" of being an adult be memorial
Big Idea Blood donation make you an adult
Objective Raise the amount of first blood donation
Target Audience Secondary school student (without blood donation experience)
Period of Time 3 months
 

Red Cross

Blood Donation Campaign
Step 2
Viral Video
"The first time in 19"
 
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.
Step 1
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
Step 3
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
- Diary of 'Zane Keun'
 
So to soft-selling blood donation, keep update the page, and make it long-lasting

Workhard and Keep Collecting

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