Cascade Regional Blood Services strives to engage its community of dedicated blood donors year round and needed a tagline that would inspire the community to donate.
We wanted potential and existing donors to understand the importance of blood donation and developed the “You are the lifeblood” tagline–featured on the website, in emails and collateral.
To further engage the existing donor base, we designed the “i am the lifeblood” logo to be featured in blood centers, on t-shirts, tote bags and in other giveaways.
Next, the “i am the lifeblood” branded tote bag giveaway was developed to increase repeat donations. We created a campaign to promote the program in centers and through social media featuring the bag and the fun attention grabbing headline “I’m totes giving blood”. We couldn’t resist taking advantage of the obvious play on words with the slangy colloquial “‘totes” and knew it would engage the younger donor audience that CRBS is wants to make repeat donors.
The programs engage members of the active donor community by offering them a chance to earn a handy canvas tote bag. Imprinted with the “I am the lifeblood” logo, we knew this limited offer would be a valuable way to display donor pride around town.
To entice participation and continue growing CRBS’s younger donor audience, we created the tagline “I’m totes giving blood.” This tag speaks to a younger donor audience by mirroring the fun, slangy terminology used colloquially by shortening the word “totally” to “‘totes.”
Since the tote bag promotion targets existing donors we decided to grab their attention with the fun headline “I’m totes giving blood.” We couldn’t resist taking advantage of the obvious play on words with the slangy colloquial “‘totes” and knew it would engage the younger donor audience that CRBS is concerned with making repeat donors. Posters and handouts featured the bags and outlined the program details.
To get the word out, we created and sent an email blast announcing the new promotion and accompanying prize. We then began to distribute the message to the donor audience online via targeted and boosted Facebook posts, featuring the bags and the tote recipients, proudly displaying their new “I am the lifeblood” tote bags.
We carried the look and feel of the posters and handouts over to Facebook and created a series of boosted posts that feature the totes out and about town. Once donors started earning totes, we celebrated their commitment to giving by featuring them in posts as well.