Healthcare Marketing Impact Awards - 2024

Campaign: Blood Bags
Agency/Firm: Havas NY
Client: NewYork-Presbyterian Hospital

NewYork-Presbyterian Hospital has been grappling with blood shortages, like many other providers in the Big Apple and beyond. The eight-campus system sought to spread the word on how one donation could save up to three lives.

NewYork-Presbyterian Hospital teamed with Havas NY to blanket the city with digital and print pictures of a blood bag on subway panels, billboards, taxi and rideshare screens, offices, salons and gyms. Each blood bag had a description of an accomplishment achieved by blood donation recipient. Some examples include “Published my first book,” “Ran a marathon,” “Made the soccer team,” “I got asked to prom” and “Became a mother.” The provider targeted neighborhoods where residents lived and commuted, rather than focusing on areas frequented by tourists.

“Blood Bags” won gold among providers and insurers for Print/Out-of-Home Campaign of the Year.

The campaign garnered coverage in digital, broadcast, marketing and trade publications, netting hundreds of millions of impressions since its March launch, according to the agency. It also led to a 28,500% increase in website pageviews from January 5 to March 11, the organizations said.

In addition to raising awareness about the need for blood donations, NewYork-Presbyterian Hospital hopes that the campaign inspired consistent donors. The need is constant, with someone requiring blood every two seconds, on average.