Raising awareness and gathering organizations about blood donation

A, O and B letters are removed from organizations and people profiles.

A survey reveals a 30% drop in new donors across 21 countries last year compared to a decade ago. We also observed a significant drop in reserves of blood during the summer (blood donors are on holidays…). To visualize the problem of missing blood we can remember campaigns where the red was removed from the TV or from a football team jersey.

Engine group has proposed to tackle the issue in making letters of the blood groups disappear (A, O and B) from familiar signs or logos drawing public attention to blood donation and encourage people to come forward to donate blood. From your favorite newspaper to the road sign or the sign of your local supermarket, every corner of the UK was reached in creating a real trending topic. In the 10 days after the campaign, over 30.000 people register online to give blood.

Building on that success the campaign is back in going global this year bringing together 25 blood services from 21 countries (from Australia to Belgium via Singapore) covering one billion of the world’s population. A number of high profile brands and organizations are endorsing and participating. 

See the British commercial below


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Green Flag show the AA some love in bold new campaign

Green Flag tell us exactly why they think the AA are great in the second TV instalment of their punchy ‘Common Sense to the Rescue’ brand idea.

Following on from the success of last year’s campaign, today Green Flag launches the next wave of its challenger assault with a playful and provocative 30” TV spot that directly name-checks the competition.
Written by Tom Madden and Morgan Hinds-Shorland and overseen by Creative Director Orlando Warner, the new ad is designed to jolt loyal AA customers out of auto-pilot renewals by highlighting that Green Flag offer a ‘common sense’ alternative – parity service for half the price at renewal*.
WCRS, Engine’s creative agency, once again teamed up with Production company CANADA and Director Gerson Aguerri to bring to life the stylistic and lateral imagery which is consciously designed to create tonal distance from the traditional conventions of the breakdown category.
Such striking visuals alongside a powerful and intriguing message combine to produce an advert that will no doubt stand out from traditional breakdown spots as Green Flag continue their mission to be the ‘Common Sense’ alternative to their competition.
Orlando Warner, Creative Director at WCRS, said “It isn’t often you see a brand praising their main competitor, but therein lies the power and originality of the new Green Flag ad. With the help of a trained sheep and a demolition team we created a striking new film that is completely stand out in the sector. Big thanks to an ambitious client and production company CANADA for sharing our vision and making it happen.”
Candace Gerlach, Head of Marketing at Green Flag, said: “It’s great to see our ads continuing to break consumer inertia; asking people to think twice about paying too much for a service they can get with Green Flag at a much lower cost. We continue to build on our common-sense communications strategy and comparing ourselves to the AA allows us to deliver our value proposition in the most powerful and bravest way."
‘We love the AA’ airs on 13th July and will run on TV - but their bold mission doesn’t stop there; as the same challenger message will also be spread far and wide across Radio (in the brand’s 30” ‘Pickle’ spot) as well as across paid social channels throughout the summer. 

* 50% renewal offer savings based on our closest equivalent UK cover for vehicles 10 years and under and bought direct. T&Cs apply.