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Héma-Québec, a brand that’s well-known and appreciated in Quebec, wanted to launch an impactful campaign featuring real blood donors to promote the importance of blood donations in Black communities.

Telling it like it is, before it’s too late.

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.

Telling it like it is, before it’s too late.

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.

Touching your heart, it’s in our blood.

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.

Touching your heart, it’s in our blood.

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.

Results surpassing expectations

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

Results surpassing expectations

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

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