Giving blood is something I can see value in, requiring little from myself but having the ability to save 3 lives in one act. Speaking to different age ranges I noticed a trend for the same view from others my age, but with little commitment to donating and feeling nervous. I set myself the brief of inspiring 17-24 year olds to make a blood donation.
I targeted a niche group, viewers of urban music channel SBTV, by tapping into the relatable connection between the courage it takes to face the needle and to perform in front of 500,000 subscribers - and the huge impact both small acts of bravery can have, in a cross-media campaign with impact, longevity and legacy: One Brave Act.