Service Category: Print
Giving blood is an on-going challenge for Red Cross. They wanted to encourage the donors by recognising their contribution.
RedWorks used Red Cross' print advertising to portray donors as heroes. The logic is that giving blood turns anyone into a hero, because donating blood saves lives. What’s more there are no qualifications or requirements necessary and anyone can be heroic.
The campaign raised the perceived importance of donation in a way that is incredibly quick and comprehensible.