Case Study - BLOOD DONATION SERVICE | MISSINGTYPE 23
CHALLENGE: "It's only noticed when it's missing!" The nationwide #MissingType campaign of the Red Cross blood donation services aims to strengthen the urgent need for blood donations among the population and encourage people to actively donate blood.
SOLUTION
A blood donation is needed every 7 seconds in Germany! Due to demographic change, however, the blood donation services lose valuable donors every year - making it all the more important to draw attention to the precarious situation.
Representing the designation of the required blood groups, numerous companies, clubs, athletes and celebrities are doing without the letters A, B, 0 in their names around the World Blood Donor Day on 14.06.2023, because "it's only noticed, when it's missing!"
Together with the blood donation services of the German Red Cross, we are acquiring Laura Wontorra, Motsi Mabuse and Mats Hummels as ambassadors for the campaign to get the message of the need for blood donations out there. Furthermore, we create leitmotifs from Basti Sevastos' photos as well as the graphic assets for the entire campaign.
In addition, we produce a radio spot and a commercial together with Monacoframe, place it in the TV landscape and thus ensure even more attention and reach.
Well-known celebrities from sports, music and other fields, clubs, companies as well as associations and events from our network accompany the campaign on their social media channels. The #MissingType campaign is published on the richly powerful social media channels of our partners and is also widely extended in the media.
AN EXTRACT OF OUR PARTNERS
Active and former footballers,referee: Mats Hummels, Robin Koch, Timo Baumgartl, Sami Khedira, David Alaba, Jerome Boateng, Loris Karius, Lothar Matthäus, Melanie Leupolz, Jule Brand, Jann-Fiete Arp, Patrick Ittrich, Arne Maier, Tabea Kemme, Kingsley Schindler, Sebastian Polter,...
Athletes: Sophia Flörsch, Maria Höfl-Riesch, Markus Eisenbichler, Dominik Klein, Juliane Seyfarth, Simon Zachenhuber, Leonie Ebert, Anna Berreiter,...
Actors, artists and presenters: Laura Wontorra, Motsi Mabuse, Muriel Peltzer,...
Clubs: FC Augsburg, TSV 1860 München, Borussia Dortmund, TSG 1899 Hoffenheim, Borussia Mönchengladbach, FC Ingolstadt, FC Bayern München, FC Schalke 04, Brose Baskets, EHC Red Bull München, 1.FC Nürnberg, SC Freiburg, RB Leipzig, FC St. Pauli, Hannover 96, THW Kiel, SV Darmstadt 98, Würzburg Baskets,...
Organisations and companies: Bob- und Schlittenverband Deutschland, Vierschanzentournee, Deutscher Basketball-Bund, DSV Alpin, DSV Biathlon, DSV Nordisch, Tourismusverband Oberstdorf, Strawanza, Visit Bayern, Deutscher Fußball-Bund, Sky Sport News, Garmin, Ruff’s Burger, Galileo, DAZN, SPOX, Pro7, Joyn, Die Bayerische, RTL, Topps Deutschland, Sport 1, Cotidiano, Zervakis & Opdenhövel, Taff, Bauer sucht Frau, Ich bin ein Star, Mediamarkt/Saturn, Die Schiessbude,...
MEDIA
- Social Media (Instagram, Instagram Stories, Twitter)
- print & online
- TV
- Campaign website (missingtype.de)
OUTCOME
- proven positive effect on the number of blood donations
- almost 150 million social media contacts, over 100 partners and more than 280 postings
- press release via the channels of the blood donation service
- nationwide media coverage of the campaign (including Sport1, BR24, SPOX, Welt, Gala)
- Playout of the commercial on the TV channels
