Case Study: Canadian Blood Services achieves 20,000 new donors with Diamond

Canadian Blood Services drives 20,000 new donors with Diamond

The customer, Canadian Blood Services, faced the challenge of attracting younger, first-time blood donors from Gen Z and young Millennials to secure the future blood supply. They partnered with the creative agency Diamond to shift the perception of donating blood from an individual obligation to a appealing social activity.

Diamond created "The Fall Get Together," a campaign that encouraged friends to donate together, making the experience less intimidating and more rewarding. The solution included a donor-exclusive hoodie and a national campus challenge to generate excitement. This approach by Diamond resulted in 20,000 new donors, a 4% year-over-year increase, and brought 31,000 lapsed donors back, a 6% increase.

Canadian Blood Services