Héma Québec

Faced with growing demand for blood products and an ageing donor base, Héma-Québec needed to mobilize young adults, particularly those from Black communities. By leveraging Twitch and the voice of a credible creator, we opened a genuine dialogue where none had existed before.

Héma-Québec faced a critical challenge: renewing its donor base to maintain the balance between supply and demand, while reaching a generation that is largely unmoved by institutional communications. People aged 18–24 aren’t opposed to donating blood, but the way we usually talk about it doesn’t engage them. We therefore tailored our strategy around a simple insight: to engage this audience, we had to stop delivering a message and instead give them a space to express themselves. By partnering with Freeman, a respected figure on Twitch, we shifted the conversation to a space where authenticity was key, and people could speak their minds freely.

Stepping into their world

We chose Twitch as our primary platform, a territory that Héma-Québec had never explored before. This allowed us to connect with young people in an environment they frequent every day, with no advertising component. Hosted at the influencer’s home, the live stream maintained authenticity while adhering to the platform’s native content guidelines.

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A flexible yet secure framework

The unpredictability of live streaming posed a major challenge. We therefore structured our approach with a detailed brief, a flexible script, video coverage of the blood drive, and an active presence in the chat room to answer sensitive questions. Our goal was to provide guidance without micromanaging, to maintain spontaneity while ensuring the rigour that a public health issue demands.

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The live stream wasn’t an end in itself, but rather the starting point for a content ecosystem.  We launched the campaign with short videos, reels and stories, amplified through paid content and in collaboration with Héma-Québec. This strategy helped keep the conversation going and maximized the value of every moment we captured.

By bringing a discussion about public health into a space typically dedicated to gaming and entertainment, we created an unexpected yet credible moment. Freeman, our influencer, even shared his screen to explain eligibility requirements in real time, turning the information into an interactive demonstration.

The strength of the campaign was its authenticity. The live stream, though long and imperfect, accurately reflected what the target audience values on Twitch. By allowing the community to lead the conversation, we created a space where questions, concerns and myths could be addressed without judgement. This unique moment has become a lasting asset, re-purposed across multiple platforms and transformed into a strategic tool for Héma-Québec’s future youth communications.

Results

195,962 People reached through the live stream and its amplification

2,400 Simultaneous viewers, exceeding typical performance levels

52% Engagement rate on Twitch, more than double the benchmark

3.11% Engagement rate for Instagram reels

40 min. Actual integration time: 5–10 minutes

1 month Content generated from a single live stream

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In addition to the immediate results, the campaign opened up new media opportunities for Héma-Québec. By demonstrating Twitch’s ability to engage effectively with young adults—particularly those from Black communities—the campaign redefined how the brand can reach the next generation of donors. The live stream demonstrated that an authentic dialogue, led by a credible creator, can turn a public health issue into a community conversation. Our approach marked a lasting turning point in the organization’s youth strategy.