Leo Burnett has used a simple toy shaped in the form of a human heart to demonstrate the life saving benefit of blood donation among donors. The initiative was launched by the agency on behalf of the Rotary Blood Bank, and they claim the exercise has led to a 30% increase in the number of blood donors.
The idea behind the campaign was to make donors realize that their contribution saves the life of a fellow human. Leo Burnett’s Delhi branch came up with the concept of a heart shaped soft ball. The heart replaces a soft ball that is squeezed while donating blood. This makes the donor feel like he/she is pumping life into a heart.
Watch the video about the campaign here:
Sudarshan Agarwal, president, Rotary Blood Bank, says, “The overall experience of donating blood has improved significantly. Going by the enthusiastic response we have received so far, we are confident that The Heart will succeed in attracting many more donors”
Samir Gangahar, executive director, Leo Burnett adds, “The Heart is a simple yet powerful idea. It demonstrates to the donor that what he or she may see as a small act can have a large impact in someone’s life “
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