The San Diego Blood Bank asks millennials on social media to extend an arm for something beyond themselves.

What: Integrated Campaign, Social, Film | My role: Creative Direction, Ideation.

To attract Millennial donors, San Diego Blood Bank launched #DonateASelfie, targeting the 21-35 age group where they engage online and offline. The campaign leveraged the popularity of selfies, highlighting the simple action of extending an arm, just like donating blood. The campaign included YouTube videos, social media ads, editorial content, media out-of-home, and public relations efforts, aligning with Millennial values and interests to drive awareness and participation in blood donation.

Campaign results:

• 68% website traffic increase

• 200+ donations in less than a month