American red cross: Drop for Drop
In Summer 2022, the U.S. was in its worst blood shortage in over a decade. 37,000 drives were canceled due to COVID in 2021 alone, leading to a steep decline in one of the most important donor demographics: Gen Z. We partnered with the American Red Cross to get this generation to do something about it.
Winner, Shorty Impact Awards 2023, Integrated Campaign
Winner, Shorty Impact Awards 2023, Event & Experiential
Winner, Gold Addy 2023, Integrated Media Public Service Campaign
Winner, Gold Addy 2023, Multiple Events
AD: Meredith Niles
We recruited three streetwear designers to create Red Cross-branded merch that could ONLY be copped by donating blood:
And got the attention of the perfect media outlets for our target audience, a first for The Red Cross:
We leveraged the massive Gen Z social following from streetwear designers Eric Emmanuel and Warren Lotas, along with fashion outlets like High Snobiety:
We also created some OOH to appeal to Gen Z, in the streets:
In just three days in LA and NYC, we collected enough blood to save over 1,000 lives and recruited 84% first time donors, the majority of whom were our target: diverse Gen Z males.
