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The University of Colorado Anschutz is one of the nation’s newest and most advanced medical campuses.
Give Blood. Save The Humans.
Most people under 40 are not donating blood like generations before them. So, we set out to help Vitalant— one of the nation’s oldest and largest nonprofit transfusion medicine organizations— to educate a younger generation about the importance of blood donation in a way that would grab and keep their attention.
Millennials are statistically more likely to support causes that benefit animals. So, we tapped into the generation’s love for animal content and used it for the greater good. We recruited the Internet’s cutest spokesanimals to plead with humans to donate blood, all while delivering important facts about blood donation. Our furry friends were spread across channels including TV, digital, out-of-home, and digital radio. We even launched a successful “influencer” campaign, leveraging the dedicated follower bases of several Instagram-famous animals.
On Instagram, influencers alone garnered 1,374,800 estimated impressions and 53,175 actions, an estimated $52,000 in social ad value.