Havas Worldwide Singapore & Red Cross Ask: What's in Your Blood?

Havas Worldwide Singapore, a leading integrated marketing communications agency, in collaboration with Singapore Red Cross (SRC), has launched ‘Blood Ties’ – a campaign that seeks to recruit more youth for their latest blood donation drive initiative. The 2-day event will be held at *Scape on 12 and 13 July 2014 and aims to collect at least 300 units of blood. You can RSVP for the event here.

The campaign profiles youth as catalysts of positive change, leveraging their ‘ties’ to inspire their circle of influence to donate blood. Drawing on the ‘selfie’ trend, ‘Blood Ties’ encourages youth to be part of the movement by declaring their passion – be it blogging, music, photography, acting, football or stand-up comedy – through a ‘selfie’. They will then upload these ‘selfies’ onto their respective social media channels, with the following hashtags: #bloodties #(state your passion here)inmyblood #sgredcross #ydcsg, as well as the details of the event to encourage their friends and followers to be part of the cause and save lives by donating their blood at ‘Blood Ties’. The crowdsourcing initiative is aimed at blood donation advocacy. 

In order to engage more youth to become regular blood donors, ‘Blood Ties’ engages local celebrities and influencers to front the campaign. The list includes musicians The Sam Willows, AJ’s, Inch Chua and Nathan Hartono, entertainers Fadhlur Rahman, Divian Nair and Dee Kosh, comedian Rishi Budhrani, bloggers Peggy Chang, Victoria Cheng and Silver Ang – some of whom will be donating their blood at ‘Blood Ties’. 

“Singapore is faced with an ageing population and an increase demand of blood. We need to attract more young donors to give regularly so as to maintain a sustainable blood supply. Today, youth blood donors make up 31 per cent - a significant part of the donor population. We aim to increase that to 35 per cent. ‘Blood Ties’ is a great event that leverages a concept that the youth can relate to – which is about sharing and allowing others to live their passion,” said Mr Benjamin William, Secretary General/ CEO of the Singapore Red Cross. 

“The great thing about ‘Blood Ties’ is that, rather than a top-down approach, it allows youth to be ambassadors of this campaign. We aim to catalyse a new wave of blood donors, and we hope that ‘Blood Ties’ will also spur similar events in the future,” said Dan Gibson, Group Managing Director, Havas Worldwide Singapore.

‘Blood Ties’ will be happening on:  

Date: 12 and 13 July 2014  

Time: Registration starts from 11am-5pm  

Venue: *Scape, The Gallery (Level 5), 2 Orchard Link, Singapore 237978

Credits

CREATIVE 

Victor Ng, Chief Creative Officer 

Andrew Hook, Executive Creative Director 

Beer Poonnotok, Creative Group Head 

Farizal Akramhan, Art Director 

Candice Tang, Art Director 

Farhan Darma, Art Director 

Siraj Aziz, Copywriter 

Tracy Mah, Designer/Studio Artist 

PHOTOGRAPHY AND VIDEO 

Jeremy Wong, Nemesis Pictures, Photographer 

Harpi Sim, Nemesis Pictures, Assistant Photographer 

PRODUCTION

Tan Hong Wee, Production Manager 

PROJECT MANAGEMENT 

Dawn Choong, Creative Services Manager 

ACCOUNT MANAGEMENT 

Ai Mai Ong, Group Account Director 

Oh Jing Fang, Account Manager 

Tajjlee Rahim, Account Manager