Canadian Blood Services promotes Operation LifeBlood
Canadian Blood Services of Ottawa has begun a new television campaign promoting Operation LifeBlood, a registry for new donors. The campaign is particularly aimed at people who have expressed the intention to donate blood, but have not yet done so. The 60- and 120-second commercials direct viewers to a website at <http://www.lifeblood.ca> for more information about donating. The campaign was created by Northern Lights Direct Response Television of Toronto. This is the agency’s second campaign for the organization. “We need to recruit 80,000 new donors this year to keep up with the growing demand for blood and blood products,” said Jeff Moat, national director of marketing for Canadian Blood Services. “We know there are a lot of good intentions out there about donating blood. Our goal is to translate those good intentions into action through Operation LifeBlood. A new program like this requires a strong call to action. That’s why we have chosen Northern Lights and DRTV.” The campaign is currently airing in Alberta.