Vitalant

Challenge
Engage a new generation of blood donors, particularly younger audiences, in a category where traditional healthcare messaging often struggled to capture attention.

Work
Led campaign strategy and creative direction across integrated donor initiatives, partnering with my designer to develop original concepts across paid social, digital, display, email, and video. The gaming campaign reimagined blood donation through the language and culture of gaming, creating a fresh entry point for younger donors while staying grounded in Vitalant’s mission.

Impact
The gaming campaign became one of the organization’s most enduring creative platforms. Four years later, Vitalant continues to use the campaign creative, demonstrating the concept’s effectiveness, relevance, and longevity in reaching younger donors.

For the homepage/card, I'd pull that into a very quick proof point:

4+ YEARS (2022- Present)
Campaign creative still in use

 

GAMIFYING DONOR JOURNEY

  • Start Your Lifesaving Mission.

    • Audience: Engaged diverse Gen Z and Millennial donors through English and Spanish creative across Meta and display.

    • Concept: Created and led an original gaming-inspired campaign that positioned blood donors as “game changers,” using nostalgic gaming cues and a mission-based CTA to make lifesaving action feel immediate, playful, and empowering.

 

A MATCH MADE IN VEIN

  • Challenge: Break through traditional emergency-driven blood donation advertising with an unexpected concept that could attract and engage new donors.

    • Creative Direction: Concepted and designed the original “Match” platform, transforming blood-type compatibility into a dating-inspired creative system built around finding your perfect lifesaving match.

    • Performance: Drove a 2× lift in CTR, proving that culturally familiar storytelling could outperform conventional donor messaging while still delivering on Vitalant’s lifesaving mission.

 

BlOOD TYPE PERSONALITY

  • Campaign System: Every major campaign extended into a high-volume display ecosystem across programmatic placements and dimensions.

  • Continuous Refresh: Led recurring creative refreshes throughout the two-year engagement, translating new concepts into detailed, channel-ready asset families while maintaining brand, hierarchy and compliance.