South African National Blood Service (SANBS)
Client: |
South African National Blood Service (SANBS) |
Project: |
Brand Awareness – Corporate Sector |
Award: |
Financial Mail Creative Challenge 2023 |
How does a healthcare NPO drive awareness amongst businesses in a cluttered marketplace?
CHALLENGE
Only 1% of the 60 million people in South Africa donate blood. The South African National Blood Service (SANBS) can’t rely on walk-in donations alone. They need to also appeal to corporate South Africa to host blood drives in their offices. This also makes it easier for people to donate blood during working hours.
INSIGHT
Corporate South Africa reads the Financial Mail; they read about high interest rates, high inflation, and companies being in the red.
STRATEGY & CREATIVE
The Financial Mail, South Africa’s premier business magazine, was the perfect place to reach corporate South Africa. To ensure that the advert is distinctive in the Financial Mail, we leaned into the language of business and financial speak. Our adverts, however, flipped the script of financial language, talking up what readers understood to be negative financial terms and how these terms are positive in the SANBS world, encouraging corporate South Africa to host mobile blood drives.
IMPACT
This print advert aimed to raise brand awareness among corporate South Africans for the South African National Blood Services, facilitating blood drives in corporate offices. It served as part of a long-term brand-building strategy while concurrently driving short-term activations for corporate applications. The advert successfully achieved its objective, distinguishing itself within the category and media placement, ultimately contributing to exceeding the daily target of 3 000 blood units and maintaining stability in South Africa’s blood supply at approximately 3 500 units per day to save lives.