Singapore Red Cross 2013 Blood Donation Campaign

Project
Singapore Red Cross 2013 Blood Donation Campaign
Singapore Red Cross is the national blood donor recruiter, responsible to
advocate, educate and inform the public, so as to recruit suitable blood donors in
Singapore to meet the national need for blood transfusion. The three main
activities of the Blood Donor Recruitment Programme (BDRP) are to
1. Recruit,
2. Retain and
3. Recognise blood donors.
The fast changing environment means that we need to also adapt our cause
marketing and messaging to be relevant to the society’s needs for ‘doing good’
and acting on ‘doing good’.
Objectives
Business
Objectives
To plan a 1 year integrated marketing communications campaign
(with the option to extend for another year) to aid in efforts:
- Collection of 114,000 units of safe blood in order to meet the
demands of blood usage in Singapore
Marketing
Objectives
- To recognise blood donors for their lifesaving gift which will
motivate and recruit others
- To inspire non-donors or lapsed donors to give their gift of
blood
- To create greater awareness of the satellite fixed blood
donation site at Woodlands and Dhoby Ghaut
- To actively recruit the public to volunteer in related activities
via:
o Blood Donation,
o Changing mind-set and influencing people to take
action to start saving lives and bringing relief to human
suffering
Total Budget: $300,000 inclusive of GST
Target audience
Primary Target:
1. Youth aged 16-25

Secondary Target:
a. Individuals studying in upper secondary schools or tertiary
institutions.
b. Student leaders to instil a culture of blood donation as their
cornerstone for community give back
1. PMEBs aged 26-40
Challenges
Key
Challenges
- Barriers towards blood donation; Fear of pain and needles
(61%)’ Inconvenience (41%); and Lack of self motivation
(18%) – based on SRC Synovate research (where 88% of
respondents had tertiary education)
- Public perception that there is “enough” blood stock
- Limited campaign budget
- Lower collection during the school holidays, long holiday
weekends and festive periods, such as the month of Chinese
New Year, Ramadan, National Day and year end Christmas
and New Year’s celebration.
Opportunities
Key
Opportunities
- Expansion of key areas of partnerships with existing
educational institutions, corporate and government bodies
- Using best models in the partnerships to attract more
partnerships
- Greatest effective channels to increase awareness : School
(53%); MRT ads (49%); social networks (48%); TV Ads
(45%) and Road-shows (42%)– based on SRC Synovate
research
- Using social media and new traditional forms of marketing
and branding venues for the campaign
- Blood donors tended to recall basic messages of “blood
donations saves lives” ; “reminder/for encourage blood
donation”; and “anyone can donate blood despite our
differences” – based on SRC Synovate research
- Decentralization of satellite fixed blood donation sites with
opening of Bloodbank@ Woodlands and
Bloodbank@Dhoby Ghaut means that donors have more
choices are where and when to donation

Desired Outcomes (in terms of relationship development, awareness,
education, priorities, profile building)
With a maximum budget of $300,000, to create a IMC campaign to
Deliverables deliver the following outcomes:
- ATL and BTL applications island-wide
Including conceptualisation, production and media buys for
advertisements
- Digital Media Engagement
- Public Relations
- Community Engagement
- Design of year end diary
Note: $100,000 of total budget is earmarked specifically for
targeted marketing/location based advertising (including production
and media buys), to drive traffic to the three (3) bloodbanks.
- Roll out period:
o June – August 2013: World Blood Donor Day Period
in June, with sustenance activities leading to the long
National Day/Hari Raya Puasa weekend.
o Dec – April 2014: Year-end activation to boost blood
donation, with sustaining activities leading to the
potential opening of a new blood collection centre in
April 2014
o Boost collection during traditional ‘dips’ such as
school holidays, festive periods, long weekends
The campaign should result in:
- Increase in youth first time donors
- Increase in youth repeat donors
- Increase in first time donors, and repeat donors
- Increase in outreach (Media talks, FB likes etc)
- Increase in sign-up of volunteers for other blood donationrelated
activities
Evaluation Criteria
The
National
Blood
Programme
will
- Strategic ability to achieve campaign objectives, based on
o Strength of Creative Idea & Potential Impact
o Outreach to target audience, based on strength of
media mix
o Effectiveness of campaign sustenance

determine
the winning
pitch based
on:
o Value (Return on Investment)
o Commitment and Caliber of the Team assigned to
Account
Key milestones*
Key milestone: Period Due date/End date:
Collection of Tender
Jan 2013
28 January – 1 February
Documents
Submission of Tender Feb 2013
28 February
Proposals
First cut selection of agency March 2013 8 March
Big Ideas (Proposal by March 2013
25 March
Agency)
Final Confirmation March 1 April
1 st Roll-out plan and
Grand Launch: 01 30 August 2013
materials
June 2013
2 nd Roll-out plan and
materials
1 Dec 2013 31 March 2014
Enclosed – Will be sent to agencies registering interest by 11 February 2013
1/ Evaluation of Effectiveness of Past Campaigns (Synovate research)
2/ Blood Donation Booklet – all you need to know about blood donation
3/ Useful Trends and Information
4/ Infographic on Blood Donation
Annex A: Useful Information on Blood Donation
• Units of safe blood were collected in 2011 (103,000) and 2012 (107,000)
• Target of 114,000 units is a 7% increase from the amount collected in
2012.
• There are about 70,000 donors, in which about 20,000 are new donors,
and about 49,000 are repeat donors.
• Usable blood is blood that has passed screening by Blood Services Group.
Each unit of donated blood goes through rigorous testing to detect for
diseases such as HIV, Hepatitis B and C, and other forms of STD. Less
than 0.5% of the blood donated have such occurrences.
• The usual drop-out rate or deferred donors is approximately 35% of those
donors who have registered for blood donation. Most of the deferment is
due to low haemoglobin level, or due to travel to Malaria affected areas, or
due to temporal illnesses like the common cold, cough or fever.