Young blood

Getting young Singaporeans to care enough to give blood is an ongoing challenge for Red Cross. We identified that a focused strategy on these Millennials, who place great value on their social conscience, would deliver the best results for our spend. We put them at the heart of the story, showing their blood contribution is just as crucial to saving lives as that of medical professionals. We engaged and converted through social channels and transit outdoor. Drilling down even deeper with Geo fencing, IP targeting and tactical reminders via social influencers – including global football star Ronaldo to help spread our message.