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Canadian Blood Services begins One Hero campaign

Canadian Blood Services has begun a promotion in support of its OneMatch Stem Cell and Marrow Network intended to encourage men between the ages of 17 and 35 to donate stem cells. The promotion, developed by Rapp Canada, takes the form of an interactive comic book located at <http://www.onehero.ca>.

The comic tells the story of a villain who is using a virus to create an army of infected people and the superhero who fights him. The story is intended to parallel the experiences of a real leukemia patient and the stem cell donor who could save her. At the end of the story, the site invites readers to begin the process of becoming a donor.

The promotion is particularly intended to encourage donations from aboriginal and persons of African and Caribbean descent, which are currently underrepresented in the organization's registry.

"This hard-to-reach group is very savvy to marketing messages and charitable requests," said Barb Williams, creative director at Rapp Canada. "By immersing ourselves in their world, we learned we couldn't just tell this audience what to do. We knew we needed to educate them though meaningful engagement."

The site will be promoted with ad banners and rich media advertisements for six weeks, accompanied by social media activities and outreach activities aimed at the comic book community. The ad campaign was developed by Tribal Worldwide of Toronto, with media buying handled by OMD.

Canadian Blood Services is a not-for-profit organization that manages the supply of blood and blood products. Rapp Canada is the direct response and customer relationship marketing division of DDB Canada.

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