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BCA – HEAL FOR REAL

Case

Heal for Real

Client

Blood Centers of America (BCA)

Question

How can BCA increase the number of young blood donors in its database?

Target group

18 – 35 year-olds (with a slight preference for males)

Concept

The target group, especially men, can be reached through gaming/esports. We found Team Liquid to be the esports team with the greatest appeal. Team Liquid was already looking into ways to give back to society and was keen to partner with BCA to this end.

BCA and Team Liquid have formed a solid partnership, in which Team Liquid uses its (online) channels and reach to raise awareness for the need for blood donors and activate their fanbase. This has resulted in a combination of creative content, streamer collaborations, incentive-based activations, and activations with LAN-centers throughout the US.

Results

In progress…

Media

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