Héma-Québec and Tam-Tam\TBWA invite runners to celebrate their next 0 km

In a world where every kilometre counts, times are compared, and personal records keep piling up, Héma-Québec is inviting runners to celebrate a different kind of performance: covering 0 km in 45 minutes by donating plasma. Developed by Tam-Tam\TBWA in collaborationwith Héma-Québec and Clark Influence, this initiative brings Sid Lee’s concept to life and extends the “Courez vous asseoir” (“Run to sit”) campaign, which encourages Quebecers to take a break to save lives.

Since plasma can be donated every six days, plasma donation has a lot in common with running: consistency, regularity, and the importance of making it a habit. But while runners track their workouts and share their progress, plasma donation remains largely invisible. What if this act of generosity could also become a source of pride worth sharing?

The campaign plays with the codes of athletic performance to turn 0 km into a workout worth sharing. Content creators from the running community take a break to donate plasma, then share this unexpected activity on Strava and their social media platforms. Héma-Québec branded shirts make their commitment instantly recognizable, while their content introduces followers to the donation experience and encourages them to book an appointment. Through this initiative, Héma-Québec hopes to make 0 km a habit that runners will be just as proud of as the kilometres they log.

The initiative alsoc omes to life along the Montreal Marathon route. Signs put a playful twist on traditional race-day encouragements, bringing a smile to participants’ faces while inviting them to consider their next challenge: 0 km in 45 minutes. The activationis captured on video and subsequently shared on social media to reach the running community where they consume content.

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Web banners spark runners’ curiosity near donation centres ahead of the marathon, then encourage participants at the starting line to donate plasma on their next rest day.

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“We wanted to tap into the codes of training apps like Strava and collaborate with content creators from the running community to make the invitation to donate plasma feel like an atural fit in runners’ lives. By building our campaign around a major event like the Beneva Montreal Marathon, our ambition went beyond introducing plasma donation to a new audience: we wanted to make donating plasma feel as natural as going for a run,” explains Caroline Leprince, Group Media Director at Tam-Tam\TBWA.

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“There are natural connections between the world of running and plasma donation: pushing your limits, discipline, and commitment,” concludes Audrey Faucher, Senior Marketing Advisor, Plasma Donation at Héma-Québec. “When we channel these values, which our donors also share, toward an essential cause, they can literally savelives. In short, 0 km is really good for your health!”