Giving is in our blood
Héma-Québec
As soon as the pandemic hit it became obvious Héma-Québec needed to rejuvenate and modernize how they communicate with the public. Why? Overnight the mobile blood drives in schools, essential for recruiting new donors among 18–34-year-olds, were no longer possible.
The proud yet humble heart of donors
During our interviews with donors two words kept coming up: pride and humility. Contradictory? Somewhat, but not incompatible. People were proud to have donated but quite reserved when it came to talking about it.
We bet everything on this insight. With the “Giving is in our blood” tagline, our platform underlined the dedication and deep conviction of real-life donors. The goal was to boost current donors’ pride and inspire potential new donors to join the giving community.
The proud yet humble heart of donors
During our interviews with donors two words kept coming up: pride and humility. Contradictory? Somewhat, but not incompatible. People were proud to have donated but quite reserved when it came to talking about it.
We bet everything on this insight. With the “Giving is in our blood” tagline, our platform underlined the dedication and deep conviction of real-life donors. The goal was to boost current donors’ pride and inspire potential new donors to join the giving community.
Consistency, consistency, consistency
The tone and approach completely modernized Héma-Québec’s image. Consistent messaging at each contact point allowed us to increase conversions and awareness while educating the public. Another plus: brand attribution increased for all donations (plasma, breast milk, stem cells, etc.).
Consistency, consistency, consistency
The tone and approach completely modernized Héma-Québec’s image. Consistent messaging at each contact point allowed us to increase conversions and awareness while educating the public. Another plus: brand attribution increased for all donations (plasma, breast milk, stem cells, etc.).
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