Ambulance

Background

Magen David Adom, the main rescue organisation in Israel, operates the Blood Bank. While people know that it's important to give blood, they do not realise the urgency with which the blood is needed and used. Magen David Adom's blood reserves were nearing a critical point. The mission was to attract blood donors. Fast.

Idea

Following initial research, the agency discovered that a blood transfusion occurs every 70 seconds in Israel - an astonishing fact that they determined should be at the heart of the message. They also found that a majority of people associate road accidents with immediate rescue and life saving situations. When an ambulance passes by, you can't help but think about it.

With this information in mind, they created a poster illustrating a life-saving scene and posted it onto ambulance doors. The ambulance itself provided the perfect message carrier - screaming for attention with lights and sirens. It's a live, noisy, constantly moving billboard that cannot be ignored. The poster is an in-your-face demonstration and reminder to what's actually done in an ambulance, and what makes it possible - your blood.

Results

The client loved the campaign and is going to apply it nationwide to as many ambulances as possible.

Target Audience

All people who are eligible to donate blood.

Our Thoughts

One of the challenges for communications is getting as close as possible to the precise moment when the recipient of a message is most likely to be most influenced by it. Turning ambulances into mobile poster sites dramatizing when and where blood is needed by the Israeli National Blood Bank seems to me to be getting pretty darn close.