In Black communities, 1 in 10 people carries the gene for sickle cell anemia, a disease that’s often misunderstood and even taboo at times. It’s especially surprising to learn that treating a single person with the disease requires blood from an average of 130compatible donors. The key factor for compatibility is sharing a genetic background, so finding donors from Black communities is crucial to treat Black patients. However, only a third of this community gives blood, which is not enough to meet demand.
Our mission was to raise awareness about the importance of donating blood in these communities, launching a discussion with groups who are often reluctant to donate and putting a face on this disease.
In Black communities, 1 in 10 people carries the gene for sickle cell anemia, a disease that’s often misunderstood and even taboo at times. It’s especially surprising to learn that treating a single person with the disease requires blood from an average of 130compatible donors. The key factor for compatibility is sharing a genetic background, so finding donors from Black communities is crucial to treat Black patients. However, only a third of this community gives blood, which is not enough to meet demand.
Our mission was to raise awareness about the importance of donating blood in these communities, launching a discussion with groups who are often reluctant to donate and putting a face on this disease.
The Tam-Tam\TBWA team developed an advertising campaign featuring 130 blood donors. Through carefully orchestrated staging, these heroes discovered what truly unites them.
The campaign video presents Ilanit, a young woman who suffers from sickle cell anemia, in a moving face-to-face encounter with 130 people from her community as she recalls that she requires 130 blood donations each year.
The Tam-Tam\TBWA team developed an advertising campaign featuring 130 blood donors. Through carefully orchestrated staging, these heroes discovered what truly unites them.
The campaign video presents Ilanit, a young woman who suffers from sickle cell anemia, in a moving face-to-face encounter with 130 people from her community as she recalls that she requires 130 blood donations each year.
Rolled out in July and August 2022, the campaign surpassed Héma-Québec’s expectations.It was also widely appreciated by Black communities.
Summary:
· In 2022, new blood donations in Black communities skyrocketing by 59% compared to 2021. The 18–34-year-old target represented nearly 80%of new donations from Black communities.1
· 720 appointments were booked in 3 weeks.2
· More than 1,300,000 people saw the video, making it by far the most-watched video Héma-Québec has ever made.3
The video generated lots of positive comments and was shared 182 times.4
Rolled out in July and August 2022, the campaign surpassed Héma-Québec’s expectations.It was also widely appreciated by Black communities.
Summary:
· In 2022, new blood donations in Black communities skyrocketing by 59% compared to 2021. The 18–34-year-old target represented nearly 80%of new donations from Black communities.1
· 720 appointments were booked in 3 weeks.2
· More than 1,300,000 people saw the video, making it by far the most-watched video Héma-Québec has ever made.3
The video generated lots of positive comments and was shared 182 times.4