APEX Awards 2016 - The Better Gift Challenge

The Millward Brown award for a campaign with limited funds went to DDB South Africa for the SA National Blood Service. The demand for blood is fairly consistent throughout the year. However, the supply of blood drops over the holidays - particularly over the Festive Season where the amount of blood donated falls by approximately 11% each year, essentially putting those lives in need of blood transfusions in serious jeopardy. Our job was clear: develop a campaign that would negate this traditional 11% drop in blood donations, while simultaneously build brand affinity and drive engagement. We took a non-traditional approach to solve the traditional problem.