Recruitment Action

Polish Red Cross launches a new campaign
In a subversive ad, the PCK encourages young people to donate blood

On World Blood Donor Day (June 14), the Polish Red Cross announces the launch of its new campaign, encouraging young people to donate blood. The subversive spot, aimed at those entering adulthood, strikingly resembles a corporate job advertisement, presented in a clearly distorted mirror. In this humorous way, the PCK outlines the conditions for becoming a blood donor and the benefits that come with it.

The premiere date of the campaign was chosen deliberately – on June 14, we celebrate World Blood Donor Day. The PCK spot was created to emphasize the role of blood donors in saving lives and to encourage the younger generation to donate blood regularly.

According to data from the Polish Red Cross, a significant portion of volunteer blood donors in Poland are currently individuals over the age of 50, particularly men. To ensure the continuity of blood supply, it is necessary to take long-term actions that stimulate engagement and educate younger people. Unfortunately, teenagers are increasingly less likely to join blood donor clubs, choosing only to make occasional donations.

In 2023, out of 17,499 members of the PCK Honorary Blood Donor Clubs, only 13% were youth clubs, while women made up 23% of all club members. The PCK wants to reverse this trend and encourage young people to donate blood regularly. The PCK shares how to start and why it is worth doing in a spot that premieres on June 14.

Blood remains constantly needed, and young people must overcome fears and myths associated with blood donation. The campaign aims to encourage young people to take the first step – to donate blood for the first time. This process is safe, efficient, and can save lives. The PCK hopes that through an innovative approach, it will be able to reach the younger generation and convince them to donate blood regularly.

The campaign is aimed at individuals over the age of 18 – at this age, many may not yet have stable incomes, but at the same time, they may feel the need to support others. Donating blood is a simple, free gesture that can save someone's life. Statistics speak for themselves: one blood donation can save the lives of three people. Regular blood donation, from 4 to 6 times a year, can therefore translate to saving up to 24 people annually. In 2023, thanks to the efforts of the PCK, blood centers declared the acquisition of 99,668.79 liters of blood, which accounted for 16% of the total blood donated voluntarily in Poland.

The PCK reminds in the film that donating blood comes with many benefits. Donors receive a recuperative meal (chocolates with a caloric value of 4,500 kcal), two days of justified absence from work, and priority in queues for doctors. Regular donors can count on discounts for public transport and various awards and recognitions. Thanks to these benefits, donating blood becomes even more attractive for young people.

The advertising spot, created pro bono by the S4 agency and ARTCORE studio, speaks to young people in their language – using humor and irony. Reminiscent of an unconventional job advertisement, the spot contains humorous references, funny images, and valuable information about blood donation. The campaign is distributed on the official PCK YouTube channel and on social media. Thanks to this modern form of communication, the PCK hopes to attract the attention of younger audiences and motivate them to donate blood.