GivBlod Capital Region

Challenge

Challenge GivBlod wanted to recruit more blood donors in the capital region - especially male blood donors. The organization wanted to reach the target group in a fun and different way, and therefore citrus media advised GivBlod to combine several media that target the target group of Copenhageners aged 18-40. A combination of the media Facebook, Tinder and the LED screens formed the platform to hit the target group and create awareness for the event.

Solution The campaign was to draw attention to GivBlod's event during Culture Night 2015 at Copenhagen City Hall, which was based on a vampire theme with the slogan "Give Blood, Before We Take It". Ten days before the event, two vampire profiles were created on the dating app Tinder, which can target the message to the target group with gender, age and geographical location. When a match occurred because a recipient had accepted it, that person was encouraged to turn up and have a bloody drink and at the same time speed-date a vampire, who told a little more about what it means to be a blood donor. After the first day, the women's profile had achieved 700 matches and many responded positively with the comments: "I am already registered. I am looking forward to a fantastic event", "Thank you for the blood you have given me", "I am already a donor and in quarantine due to operation. But thanks for the invitation"

In addition, during Culture Night, a banner was shown on Citrusmedia's LED screens at the Town Hall Square to create even more awareness of the event. A video was filmed from the event for GivBlod's Facebook page, where many new and current blood donors have a community and find information about events and other initiatives.