Lapsed plasma donors are people who have lapsed anywhere from 15 days to 18 months since their last donation. Our first lapsed donor campaign launched in October was very successful with 14,000 lapsed donors returning to donate plasma! In launching a similar campaign (Spring Ahead) we intend to reach these high frequency lapsed donors who didn’t respond or didn’t qualify for the special program.
After an incredibly tough year, we want to give people hope for something better. In donating plasma it helps relieve some of the monetary burden along with helping patients live healthier lives and receive life saving treatments for things such as respiratory problems, immune disorders, and rare diseases.
Social (carousel): Users would swipe to the map to find the closest CSL Plasma location to them.
:06 cuts: Shorter videos of our spot that were targeted to specific locations around the US.
The two big spikes in donations are the 3 weeks directly after we launched new creative. That included this campaign and our New Donors work.
Client: CSL Plasma
Role: Art Director
Creative Directors: Roberto Dañino, Anne Lac
Copywriters: Ryan Sheehy, Emma Wren
Executive Creative Director: Tom Darbyshire
Illustrator: Andrew Bannecker
Producer: Michael Woodall
Animators: Red Strings
Agency: BBDO NY