Canadian Blood Services Unveils Bold Ad Campaign



    Blood agency asks Canadians: "What would you do?"

    OTTAWA, May 4 /CNW Telbec/ - Canadian Blood Services is launching a new,
thought-provoking advertising campaign that asks Canadians, "Would you think
differently if you were the one in need of blood?"
    The bold new advertising campaign is being launched to support Canadian
Blood Services ambitious blood collection targets. This year, Canadian Blood
Services needs to increase its list of active donors - those that have donated
at least once within the last 12 months - to 427,000 from 400,000 in order to
provide a safe, consistent supply of blood for hospital patients. More than
90,000 donors are needed each month to keep up with the demand for blood and
blood products.
    "This campaign is designed to personally connect the need for blood to
all Canadians," said Jeff Moat, National Director of Marketing for Canadian
Blood Services. "At some point in their lives, half of Canadians will be
directly affected by the need for blood, either personally or through a loved
one. The blood needed today by another may be needed by you tomorrow."
    At the heart of the advertising campaign is the power of personal
stories. There is Deborah, who battles a life-threatening blood disorder, and
baby Lily, who has a condition in need of corrective surgery. Whatever the
story, the need for blood remains the same, and each advertisement asks the
question: "Wouldn't you hope that someone donated blood for you?"
    "We believe that this campaign will resonate with Canadians who used to
donate blood, but have stopped, as well as those who have always wanted to
donate, but never picked up the phone to make an appointment," said Moat. "By
highlighting the concept that every single person is vulnerable, we hope to
reinforce the link between those that need blood and those that are able to
give it."
    Created by Canadian Blood Services' advertising agency of record - DDB
Canada - this campaign has taken last year's "Because" campaign one step
further in an effort to motivate Canadians to donate blood.
    "The new campaign seeks to shake people out of their complacency when it
comes to giving blood," said Valentina Zmarzly, Group Account Director of DDB
Canada. "By provoking people to imagine what it would be like if they were the
one in need, and telling personal stories that show the compelling truth,
we're hoping to drive home the message that blood donations save lives."
    The first phase of the campaign was launched this past week in health
clubs and physicians' offices in Toronto, Vancouver, Calgary, Edmonton,
Winnipeg, Hamilton, London, Ottawa, Halifax, Victoria, Kelowna and St.
Catherines. In May, thirty second advertising spots will run in movie theatres
across Canada, followed by advertising in commuter and community newspapers,
and more traditional radio advertisements. Online advertising will follow in
the fall and winter.

    About Canadian Blood Services

    Canadian Blood Services is a national, not-for-profit charitable
organization that manages the supply of blood and blood products in all
provinces and territories outside of Quebec. Canadian Blood Services also
oversees the OneMatch Stem Cell and Marrow Network, and provides national
leadership for organ and tissue donation and transplantation. Canadian Blood
Services operates 40 permanent collection sites and more than 20,000 donor
clinics annually. The provincial and territorial Ministries of Health provide
operational funding to Canadian Blood Services. The federal government,
through Health Canada, is response for regulating the blood system. For more
information, please visit our Web site at www.blood.ca.

    About DDB Canada

    DDB Canada is the most creatively acclaimed, internationally recognized
marketing communications agency in Canada. Known for creative advertising that
generates significant results for clients, DDB Canada is Strategy magazine's
2007 Agency of the Year, and was named one of the "Best Small and Medium
Employers in Canada" in 2007 by the Queen's University School of Business. A
"total communications company," DDB believes creativity is the strongest
business tool. DDB Canada has offices in Victoria, Vancouver, Edmonton,
Toronto, and Montreal. The agency's integrated divisions include: DDB Kid
Think (youth marketing), DDB Public Relations, Tribal DDB (online and
interactive), Karacters Design Group, Rapp Collins (direct) and Radar DDB
(social media marketing).




For further information:

For further information: Joel Baglole, Canadian Blood Services, (613)
739-2538, joel.baglole@blood.ca

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Canadian Blood Services

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