Bob Cohen
Copywriter at Havas New York
New York, United States
TitleCharlie
Agency
Campaign Save The World - Ad Council
Advertiser Ad Council
Brand Red Cross, Ass. Of Blood Banks & America's Blood
Date of First Broadcast/Publication 2004 / 4
Product Blood Drive
Business Sector Blood/Organ Donation
Story 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.
Philosophy 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.
Media Type Television
Length
Market United States
Editing Company
Executive Creative Director
Creative Director
Art Director
Copywriter
Agency Producer
Director
Production Company Producer
Editor
Production Company

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