Campaign: Giving Blood is Timeless
Company: NexCare (3M)
Nonprofit Partner: American Red Cross and America’s Blood Centers
Launch Date: May 15, 2012
Nexcare Brand, in partnership with the American Red Cross and America’s Blood Centers has launched a nationwide cause marketing initiative to raise awareness about the need for blood donation and inspire blood donations. The program reminds people that “Giving Blood is Timeless” through a collection of limited edition bandage designs inspired by trends from past decades. Nexcare give Bandages will be distributed at blood centers nationwide in the week leading up to World Blood Donor Day (June 14). A Facebook page allows users to pledge to support blood donation, request free Nexcare give Bandages and enter for a chance to win a trip for two to New York City.
This message-focused cause marketing partnership is a natural fit. What better way to advertise a recent blood donation than with a colorful bandage of honor? The Facebook application allows users to earn multiple entries to the NYC trip sweepstakes by inviting friends – a great way to encourage the social sharing critical to this type of campaign.