Red Cross-Flanders has a clear goal: to put a halt to the continuous shortage of blood. With the #mijneerstekeer campaign they aimed to attract at least 2,500 new blood donors.
By comparing your first time giving blood to for example your first time singing in front of an audience, your first time riding a bike or even your first time eating Brussels sprouts, Red Cross-Flanders wanted to raise people’s awareness on how easy and yet important it is to donate blood. Because all of these “first times” seem scary, but actually aren’t. Just like donating blood.
What we did.
We contacted 20 influencers to participate in this campaign, who were all very excited about the project. They put forward the importance of donating blood in 2 different phases:
- They teased about the campaign by talking about “a first time” on social media, without linking it to Red Cross-Flanders. This action made sure there was a lot of buzz on social media before the campaign even started. It made people really curious about what was to come.
- On the launch day of the campaign, the influencers called upon their followers to go and donate blood. Some of them even went to donate blood for the very first time themselves.
What we got.
We got an amazing social reach thanks to well-known influencers like Camille Botten, Tiany Kiriloff, Emma Meesseman, Nasrien Cnops, Pieter Timmers, Dorien Reynaert, Jasmijn Van Hoof, Elindo Avastia and Yannick Merckx, who all supported the importance of donating blood, by sharing their personal stories.
On top of that ex-Miss Belgium and popular TV-host Dina Tersago went to donate blood for the first time on the launch date of the campaign. This was covered by national news media.