Canadian Blood Services Selects Diamond as Agency of Record to Inspire New Donors

For over two decades, Canadian Blood Services has been Canada’s Lifeline, connecting donors, patients, healthcare professionals and researchers. Yet despite their vital role in saving lives and improving the health of Canadians, the organisation faces a daily need for donations to maintain the required supply levels to meet medical needs. 

To capture the attention and donations of Canadians, Canadian Blood Services has tapped integrated-marketing agency, Diamond as agency of record following a competitive process. 

“We are excited to partner with Diamond on this next evolution of our brand and our ambition to grow the donor base across blood, plasma, stem cells and organs and tissues. The Diamond team’s proven experience within the healthcare sector and fundraising expertise gives us great confidence in the potential of this relationship,” said Ron Vezina, vice-president, public affairs, at Canadian Blood Services. “We are excited to partner together to help every patient, match every need and serve every Canadian.”

The first order of business for the new relationship is to establish a brand strategy and creative platform to connect with new donors. This will aid Canadian Blood Services in establishing a sustainable and diverse donor base to keep pace with patients changing needs and motivating new biological donors.

“Every day, Canadians require the biological donations collected by Canadian Blood Services. The emerging medical opportunities to save lives that these donations provide is exciting; yet, this means the donor base needs to continually grow with donations beyond blood,” said Lori Davison, chief strategy officer at Diamond. “The percentage of eligible Canadians who currently make a ritual of donating blood is shockingly low - at only about 2%. The challenge to land a new brand strategy that compels more Canadians to donate more often is one that we are thrilled to take on. We’re excited to embark on this journey with Canadian Blood Services.”

Diamond and Canadian Blood Services began their collaboration in April with new work expected to launch in 2024.