American Red Cross:
Give Time

Most people don’t realize that over 25% of all blood donations go towards blood transfusions for patients undergoing chemotherapy. These transfusions can give a cancer patient the energy to fight on to their next chemo treatment or even all the way into remission.

For the first time, American Red Cross and the American Cancer Society worked together to explain the critical role blood donations play in a cancer patient’s journey.

“Give Time” is the story of a year in the life of a young woman who develops cancer. The story is told through a series of hundreds of intimate photos. We see her life being turned upside down after she gets a cancer diagnosis. But just when you think it may be the end, a blood transfusion helps her journey continue.

The work resonated heavily with our target audience, with nearly 270,000 blood donations made during the campaign. This included over 3,600 incremental appointments, a 2% increase in appointments compared to the same period in 2019. We also saw an increase in visits to our website, up 16% overall. Donated media was critical to the campaign’s success. And thanks to the positive response from press and media outlets, we were able to generate over $6.8 Million in incremental media value, despite no paid investment.