Data in action: MRM for Red Cross Connection


Who and what The Singaporean Red Cross sought to grow the number of blood donations amongst Singapore’s younger population and to increase the number of blood matches in their database.


How Working with MRM McCann, the Red Cross Connection campaign looked to exploit strong social networks amongst young Singaporeans. Users downloaded an app that sent alerts advising of which blood groups required donations, and told the user where to find the nearest donation centre. The app synced to the user’s Facebook account, thus spreading the word amongst their network as well. The work also integrated traditional media, on-ground events, PR, digital and film.


What did the work produce? The work totally exceeded all targets, encouraging over 120,000 new blood donations as donor recruitment surged, social impressions multiplied and the awards flooded in. In total, the Red Cross Connection campaign earnt over 40 global awards in digital, mobile, social, healthcare, innovation and media.


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Creative data in action


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