Lack of donated blood is Slovenia's never-ending problem, especially in summer when frequent road accidents are common. In that period even a single major accident can cause a deficit in national blood supplies. To end this problem we would need more donators in our database who would be available for donation in such emergencies. The two national institutions have been fighting this problem for years. Until we came up with the idea that one of our clients is destined to help: Petrol - the biggest national supplier of energents which positions itself as »Energy for life«.
Donating blood means saving lives, so we created living billboards with real people thanking passers-by. By making the logo smaller, we made people's hearts bigger. Top Slovene celebrities joined us for free - among them an Oscar winner Branko Djurić – Đuro, as well as other artists and public figures.
By not revealing the cause at the start of the campaign we generated a huge buzz in the media. A day later it all became clear. A multichannel campaign was launched - with all the channels directing people to the website and Facebook page. Once there, the visitors could see the blood stocks in real time and act in many ways: donate blood instantly, enlist in the blood donor database, or just spread the word by sharing it with friends on Fb or by using a campaign profile picture. In the field, four press conferences were held, each every week with: celebrities, journalists and doctors, Petrol management and employees and businessmen ... all of them donating blood.
The results were above expectations: above average number of visits to the website and Facebook followed by a vibrant debate about blood donating. With some friends even offering us their free support: bikers took the campaign for a ride, the Twitter society became our messengers, we received two free Facebook apps and a popular local bar organized a CODE RED party on our behalf. We received 310 free media announcements worth more than 360.000 €. But most importantly - we activated 10.000 blood donors in one month which means a 10% increase from the previous year and a 10-year record. 1300 new donors have been enlisted in the digital database and Petrol's image perception reached a record-high. The campaign that turned into a movement proved that changing things for better is all about sharing - the energy for life. The campaign Donate energy for life! received many recognitions: two IABC EMErald awards – Gold Quill on a regional level (Europe& Middle East) and Gold Quill in a global competition, a PR award Prizma and was shortlisted on SOF-Slovene advertising festival.