Break the codes… or rather make them your own. This is the approach that Havas Switzerland adopted to launch this campaign to recruit new blood donors. By highlighting the familiar codes of retro-gaming, the objective is to reach, amplify and unite the community of donors.
A creative territory incorporating the codes of gaming
96% of the Swiss population who would like and could donate blood do not do so, for fear of the act itself. An observation that sounds like a cry of alarm: it has become urgent to reverse the anxiety-provoking image of blood donation to transform it into an act of solidarity and achievable by all.
To achieve this, the agency was inspired by Retro-gaminga trend that is on the rise, especially among younger people, to build an unexpected and engaging territory. Bright colors to attract attention and transmit positive energy, a minimalist style to convey a clear and impactful message and the “+” symbol as a common thread: these are the ingredients chosen by the agency to build and develop a new territory of communication.
A universe that is structured around three key signifiers:
• ❤ THE HEART: symbol of life.
• +1UP: a life gained.
• ⭐ The star: symbol of strength and renewed energy.
A territory completed by a transversal hook, also using the language of video games to challenge the recipient and invite them to act: “You too, play the game: give your blood, offer a life. “.
A challenge to take up
These three symbols served as a starting point for developing a campaign territory: first in static use for the press, goodies and print displays distributed at collection points; then animated in motion for use across the entire HUG digital ecosystem. The campaign thus comes to life on social networks and the HUG website but also on the sites of its partners. The animation of the three key symbols also gave life to an Instagram filter, designed to give blood donors a new role, encouraging them to share their donation and invite their loved ones to do the same.
The diffusion in Switzerland of this new visual territory supports the launch of the “ 1000 pockets challenge », which for the 3rd year in a row encourages the Geneva population to act of generosity by donating blood before the holidays. The number of bags collected can be tracked on the site, with the aim of having exceeded 1000 bags collected by January 5, 2025.
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