United Blood Services- RED campaign, Sleep Lab at Memorial Medical Center

United Blood Services was the second larges blood bank in the region.

Challenge- Donations were down and those giving blood were in an aging demographic. We needed to attract younger blood doners and retain them for the rest of their lives. Donating blood was not on the radar for the yougner demographics we needed to target. Research showed that they weren't afraid to give blood, they just didn't realize there was a need and if we established the need, they didn't see themselves as benefiting. 

The answer was to blitz the market with messaging that would make giving blood cool to younger doners. This account was a rare instance where the client’s over-the-top passion and exuberance for their mission was equal to our creative vision for them. They were desperate to be heard. Once we found out that their entire building was painted red, the direction of their brand position was clear. 

The television :30 featured a young UBS employee having a converstion about the problem of low blood donations, with an unseen figure. The reveal at the end is that he is getting advice from Dracula.

The response was exactly what was needed and overall donations rose immediately and maintained by 35%.

Sleep Lab Launch

Memorial Medical Center was launching a Sleep Lab.

Challenge- Research showed that all of their patients came through doctor referrals. Once referred, many patients would not attend out of fear. They were scared to sleep in a strange environment. They were scared of the entire experience, being hooked up to countless monitors and observed while sleeping.  The sleep center did not have the budget to ahieve the numbers they needed to justify the new offering.

In order to address patient fear, the brand we established was conceptually reminiscent of a children's bed time story. Counting sheep was the thematic foundation. All copy was written in ryhme. The visual direction was whimsical, inviting and distinctly "not medical". 

Dr. referrals were accomplished through a single gift marketing effort. We hired a local artist to craft copper nightlights with the brand's counting sheep illustration, backlit. These along with the branding package were distributed to referring doctors. 

The effort was a resounding success among our two targets of referring doctors and referred patients. Doctors actually called requesting additional night lights becuase their families loved them so much. 

In order to save money, Kelly Marshall illustrated all of the watercolor artwork herself.

The Sleep Lab at Memorial Medical Center was launched and attendence exceeded required projections by 43%.