Union direct gave us this brief on behalf of Give Blood Scotland. We were tasked with creating a marketing campaign to get more minority Ethnic communities, Including African, Caribbean, Black (ACB) and Asian groups to become blood donors.
My blood donation advertising campaign is built around fostering conversations within diverse ethnic communities, particularly focusing on ABC and Asian demographics. After extensive research, I structured the campaign into three phases to effectively reach different age groups and language preferences.
The initial phase targets younger audiences through social media and bus stop ads, providing essential information on the need for ABC and Asian blood donations and how to contribute. Phase two introduces advertisements in the native languages of these demographics, placed in prominent community areas and continuing on social media, to appeal to older generations who may not have been born in Scotland. Finally, the third phase simplifies the visuals, using both English and native languages to visually represent the start of a conversation, employing larger, landscape-style advertising with imagery commonly associated with blood donation within these communities
