Penetrating Popular Culture

A new survey we just conducted reveals that 54 percent of 18 to 24 year olds know that Taylor Hicks is the most recent winner of "American Idol," 41 percent know that Brad Pitt and Angelina Jolie named their baby Shiloh but only 14 percent are aware that a single blood donation can save three lives.

Blood drives are part of the Ad Council's roots.  Our WWII campaign with the American Red Cross created a whole generation of blood donors.  However, today the average age of a blood donor is over 50.  This new campaign is intended to increase young people's awareness of the importance of giving blood.

The Bloodsaves campaign was created by JJ Sedelmaier of Saturday Night Live fame.  In it, an animated superhero, "The Red Defender," saves the world but encounters humorous problems in the process.  The message:  Saving the world isn't easy but saving a life is.  Give blood.

This strategy comes out of the insight that young people are motivated to save the world but find that huge social issues are complicated.  Giving blood is an easy way to save lives.

Using a hip comic book style will allow us to penetrate the illusive youth popular culture.  The ads work well on television and the Internet.  The first round of work launched in 2005 and promoted a new website, www.bloodsaves.com, which has received over 2.6 million unique visitors.  No doubt that number will continue to climb with the new spots.

It's fun to use new tools and media to do an age old job -- create a generation of blood donors.

Comments

[David Wen]

Are the ads going to be uploaded to youtube as well?

[Gremlin]

Hello, while you did not see fit to post my comment from yesterday. I truly hope that you will take it to heart and act on this commercial, which is, I believe damaging to young people.

Xavier-