Charlie: A young man tries, unsuccessfully, to make a difference in the world. The spot reveals that while saving the world isn't easy, saving a life through blood donation is.
Philosophie
Our approach was to offer our target something they rarely heard from anyone else: The truth. That contrary to what most cause-related advertising preaches, one person alone really can't save the world. But, there is one way our target can make a difference: Donating blood. Our campaign dramatizes the frustration and powerlessness individuals feel when trying to "do the right thing," and offers blood donation as the one guaranteed way to make a life-changing impact on the world.
Problem
We were challenged to develop a campaign to increase awareness of the need for blood donation among 17-24 year olds. Blood donation is barely on this target's radar screen. And unlike older generations who donate for the greater good, this target sees blood donation as a vague, faceless issue that lacks emotional relevance.