Donate a Selfie

Only 22% of blood comes from donors aged 21-35. In order to attract Millennial donors, San Diego Blood Bank needed to reach them where they live (both online and off), and offer a message that aligns with their values and interests.

#DonateASelfie was born from the idea that social media-loving Millennials would connect with a message that incorporates online life. The campaign playfully notes that the action required to take a selfie is the same for donating blood—extending your arm—so why not save lives in the process?

Execution of the campaign included YouTube videos, social media ads, editorial content, media out-of-home, and public relations efforts.

Campaign results:

68% of website traffic increase
200+ donations in less than a month