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
CW: Leah Jarem
>> 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:
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.
