Cant Buy Me Blood

Life South

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Target Audience
We want to reach young adults 17 to 24 years old on the UF campus. The students with high aspirations for social change and that also want to have fun while doing it. Our target will have an attitude of wanting to do something positive with their lives and take some chances to do it.

Problem to Solve
College students dont think they have enough time to give blood. They dont find any fun in giving blood. Many dont like the idea and feel it will be painful and or gross. We must find a way to attract young adults to give blood and make them feel engaged with the activity.

Positioning
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Ads will focus on encouraging the preventive actions, while also emphasizing the negative loss of not taking the actions. Traditional advertising will be used, but will have humorous and unconventional twists.

C o l m a p p i e c titi n i r

Direct Competitor is plasma center (DCI biological) where students would get paid for donating. The Indirect competitors are classes, fear, lack of enthusiasm/awareness, and misconceptions.

The satisfaction of saving a life. Seeing the direct effect of their goodwill opposed not really knowing where or how they made a difference. Also, getting to be a part of the events/guerilla marketing/ and overall theme of the campaign

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Research
Why Donate blood?
ot h 6%

100% own smartphones 95% use mobile apps

95% spend 8 or more hrs online weekly
67% donated blood on campus
er

93% said to save a life/help those in need

83% prefer funny advertising

Top Word Association

Giving Help Fainting Blood Donation Caring Needles Saving

Strengths: *Impactful Cause *Well Known *Very Accessible

SWOT

Weaknesses: *Non-innovative advertising *No monetary incentive *Constant need of supply

Strategy
Our strategy is to connect students to Life South by using the compassion factor. Students care about saving lives and making a difference they just need to be exposed to that opportunity. We will reach them where they already are, mobile devices, online radio and on campus. We will use the personality of Cupid to have a funny, light-hearted campaign.

Opportunities: *Large accessible audience *Peoples desire to make an impact on society *People who want to be involved in their community

Threats: *People dont want to donate blood because of fear *Organizations who pay for blood donations *High involvement

Letters of love
Our plan is to connect cupid with a personal story related to blood donation. This in turn gives him motive for envolvement as well as serving as an inspiration to students. We plan to adorn these letters in the form of love letters and have cupid pass them out on campus. We want to hand them out in unexpected places such as the library or in classes.

Every Tuesday and Thursday I stretched my neck to keep the sight of her. I tuned my ears to listen to her thoughtful responses. The professor was noise interrupting the symphony of her words. I knew her every move, from biting her nails when she was nervous or the way she highlighted too many lines in the book. You know she was having a good day when she wore her daisy earrings and I loved it when she wore her Star Wars t-shirt. Every class I shuttered at the idea of going up to her, my Susy. Enough was enough, the repression of these feelings had taken over my life. This class I decided I would talk to her. I confidently entered the arena of a classroom, in search of my holy grail, my aphrodite, my coke in the desert of loneliness. Instead Im faced with an empty desk and a shower of anti-climactic sorrow. See I didnt know this but she was in a car accident that morning. I wish I wouldve told her something sooner but I never got the chance to do that. She lost too much blood in the accident and AB- is hard to come by. And to think Im AB-, to think just the other day I skated past the donation truck and put that thought at the end of my mind queue, behind getting that tattoo and learning french. Life South wants to save lives like hers but they need your help to do it. Theres not an endless sea of donors, just individuals like you with the will to help others. The chance to be someones hero and live life outside yourself. Thats why now I walk around and share my story because susy deserved a chance, she deserved someone compatible and I failed her. A minute of pain wouldnt kill me but not having a blood transfusion will.

il e b o M

MATCHMAKING CUPID
Professional in the field of love advocacy. Seeking hopeless romantics with a desire to save lives and make connections. Looking for all types A,B,AB, and O. For a chance to make a difference and possibly more, look for a Bloodmobile on campus.

We would like to engage college students on a rising social media platform, Vine!

We will have a personal classfied ad running in the student newspaper. This enhances Cupid reputation and its a new way to advertise for blood donation.

Product: LifeSouth Blood Donation Client: LifeSouth Community Blood Centers Writer: Kara Joseph Length: 30 seconds Audio (Music: Instrumental of You Got The Love playing continuously
ANNOUNCER : (Female deep voice and late night radio host feel) Everyone is looking for love, but LifeSouth is on the quest to make you fall in love with giving blood. We have enlisted the only man we know that can do the job... Cupid. CUPID : (Male has a sexy voice) Its about time I showed this campus just how much love they can give.

30 sec. Radio Spot

ANNOUNCER: Be on the lookout for all things love around the UF campus. LlifeSouth is in love with those we serve. Its your turn to get swept away today. ANNOUNCER: Lifesouths Cant Buy Me Blood campaign is seeking to warm your hearts and let love grow one donation at a time. CUPID: Now that is true love.

Guerilla Marketing
Trail of Love
We would like to leave a trail of rose petals that leads students to the Life South Donation truck on campus.

Poems by Cupid
This poem will be recited by Cupid himself on key locations around campus.
There once lived a man who dreamt of a far away land. When this dream came true, this man was no longer blue. His passion for connection soon became his career. This earth-bound angel spent centuries filling hearts with cheer. But now my aim is a little off game. So Im taking a break and trying something new. What is it that Im going to do? Ill still be in the business of filling hearts with joy. Only this time my matchmaking skills harness new fates, going beyond dinner dates. My visits on campus spark a surprise to initiate the love of saving lives. Of course, though, my blood is no good in this world, which is why I need you to help with my trade. Come find your type and donate today!

Thank You!
Love, Barbs Kara & Amber