Diamond Flips the Script on Traditional Blood Donation Messaging

In a striking departure from traditional blood donation campaigns, Canadian Blood Services has launched a new national brand platform that shifts the spotlight from patients to the people who make donation possible: the donors themselves.

Developed by Toronto-based independent agency Diamond, ‘Who’s Saving Who?’ reimagines the donation experience by flipping the script to show how it can be deeply personal and rewarding, not only for those whose lives are saved, but also for those who give. At the heart of the campaign is a powerful insight: ‘What you get when you give’ can be just as meaningful as what you receive.

Canadian Blood Services has set its most ambitious recruitment goal ever: one million new donors by 2030. This campaign represents a strategic evolution for the organisation, designed to inspire participation by tapping into a more emotionally resonant narrative that speaks to purpose, identity, and human connection.

The campaign’s hero film, ‘I Am Here to Save You,’ flips the familiar narrative by giving patients a voice, not in a plea for help but in a heartfelt acknowledgement of those who donate. The campaign captures the emotional intensity of the donor experience and positions donation as a meaningful act of self-discovery and connection.

“We’ve never set a recruitment goal like this before. To attract this many new donors, we need to tell a different story,” said Ron Vezina, vice president, donor engagement at Canadian Blood Services. “At a time when so many of us are searching for ways to be part of something that matters, donating is one of the most meaningful ways to find connection. Now is the time for all who are eligible to move off the sidelines and experience what you get when you give.”

The new platform's creative strategy is rooted in research into long-time donors—individuals who see donation as part of their identity. Some view it as a way to give back to Canada’s national healthcare system, while others view it as a ritual that contributes to their overall well-being. These insights informed a shift in tone and approach.

“The goal was to build an enduring emotional connection to turn occasional donors into lifelong ones,” said Lori Davison, chief strategy officer at Diamond. “When we listened to regular donors, what stood out was the meaning it held for them personally. They derive a true sense of purpose and connection from donating blood. It’s a way of giving back, but one that they also get a lot out of. That insight brought us to a central question: ‘Who’s Saving Who?’ With this campaign, we are inviting one million more Canadians to experience what you get when you give.”

The ‘Who’s Saving Who?’ campaign is running nationally across cinema, broadcast, digital platforms, radio, and social. The hero film is supported by a series of ten videos featuring real donors sharing their personal motivations for giving as well as OOH.

“This campaign marks a real shift in perspective,” said Peter Ignazi, chief creative officer at Diamond. “Most blood donation messaging focuses on the people in need, but this campaign asks a different question: What does the donor gain? Framing donation as something meaningful and enriching for the giver as well as the recipient, reveals a side of the story that hasn’t been told before.”

The campaign arrives at a critical moment for Canada’s healthcare system. As demand intensifies, the need for donors has never been greater. Advancements in clinical care and a growing, aging population mean the pressure will only continue to increase. Demand for blood in Canada is projected to increase by nearly 10 per cent over the next five years, while the demand for immunoglobulins, medicine made from plasma, could grow by 50 per cent or more.

Canadian Blood Services continues to prioritise the development of a resilient, diverse donor base to meet the evolving needs of patients across Canada. In a recent survey, Canadian Blood Services found that nearly three-quarters of Canadians (71 per cent) said donating blood or plasma was one of the most meaningful ways people can give back to their community, yet this is not translating into action.

More information and appointment bookings are available at blood.ca, through the GiveBlood app, or by calling 1-888-2-DONATE.