CSL PLASMA / 360 CAMPAIGN
new donors
CSL Plasma is one of the world's largest collectors of human plasma.
Their work helps to ensure that tens of thousands of people are able to live normal, healthy lives. In an effort to recruit new virgin donors, we collaborated with illustrator Andrew Bannecker to bring this work to life. In doing so, our campaign broke CSL Plasma's record of new donor sign-ups in a single day.
Though we were originally tasked with creating one video, we found multiple ways in, with our videos garnering more than 3 million views on Youtube each.
E-MAILS
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POSTCARDS
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signage
E-MAILS ~ POSTCARDS ~ signage
Our campaign was launched during COVID-19, so we needed to ensure there was proper safety messaging everywhere. We built custom designs for postcards, e-mails, signage, and more.
PHASE TWO: Spring Ahead Campaign
For the second iteration of our campaign, we focused on lapsed plasma donors—individuals who have gone between 15 days and 18 months without donating. Our first lapsed donor campaign was a major success, bringing back 14,000 donors to donate plasma again. With our new campaign, Spring Ahead, we aimed to re-engage high-frequency lapsed donors who either didn’t respond to or didn’t qualify for the previous program.
After an incredibly tough year (2020), we want to offer people hope for something better. Donating plasma not only helps ease financial burdens, but also supports patients in living healthier lives by providing life-saving treatments for conditions such as respiratory issues, immune disorders, and rare diseases.
Client: CSL Plasma
Role: Art Director
Copywriters: Em Wren, Ryan Sheehy
Creative Directors: Roberto Dañino, Anne Lac
Executive Creative Director: Tom Darbyshire
Illustrator: Andrew Bannecker
Producer: Molly Ross, Mike Woodall
Animators: Red Strings
Agency: BBDO NY