Awards > Winners

Client	ROTARY BLOOD BANK, ROTARY INTERNATIONAL
Product	BLOOD BANK
Entrant	LEO BURNETT INDIA New Delhi, INDIA
Type of Entry	Direct: Use of Media
Category	Premiums & Giveaways
Title	PUMPING HEART
Product/Service	BLOOD BANK
Entrant Company:	LEO BURNETT INDIA New Delhi, INDIA
DM/Advertising Agency:	LEO BURNETT INDIA New Delhi, INDIA
Credits

Name	Company	Position
K.v. Sridhar	Leo Burnett/New Delhi	National Creative Director
Sainath Saraban	Leo Burnett/New Delhi	Executive Creative Director
Dalip Singh	Leo Burnett/New Delhi	Art Director
Abhijat Bharadwaj	Leo Burnett/New Delhi	Copy Writer
Angud	Leo Burnett/New Delhi	Copy Writer
Dalip Singh	Leo Burnett/New Delhi	Photographer
Angud	Leo Burnett/New Delhi	Photographer

Describe the brief from the client:

Brief: Design a souvenir that thanks voluntary donors for their life saving contribution. TG: Voluntary donors at Rotary blood camps (existing and new). Strategy: We wanted to thank the donors for their life saving contribution and make the process of blood donation memorable and fulfilling. And then we would use this opportunity to promote Rotary's 'Frequent Donor Programme'.

Creative Execution:

As Rotary Blood Bank receives 40,000 donors every year, they needed an inexpensive giveaway that served many purposes. At just 40 cents a piece the heart gave them just what they wanted. Also, the concept was easy to understand and easy to execute. It didn't even disturb the process of blood donation and we were able to make their investment work harder and solve many problems at the same time.

Describe the creative solution to the brief/objective.

During blood donation, a donor presses a soft-ball repeatedly to hasten the flow of blood. This ball was replaced with one shaped like a human heart. So that donors feel like they are pumping an actual heart while donating blood. We made the heart soft-balls in large quantities and distributed them at all Rotary camps. We then started promoting the 'Frequent Donor Programme(FDP)' at Rotary camps and forms for the same were were handed out to the donors. The heart was a huge success and led to a 36% increase in sign ups for the FDP.

Describe the results in as much detail as possible.

We used the positive impact of the heart to promote sign ups for the Rotary's 'Frequent Donor Programme'. A 36% increase in numbers was recorded. Also, 63% first time donors didn't feel nervous and 86% users felt great about using the heart. The heart has become a regular feature at 500-odd Rotary blood camps. And 40,000 donors will be use it during this year. At just 40 Cents a piece, it served many purposes and positively impacted Rotary's image amongst donors.