Vitalant

Creative Campaigns That Make Blood Donation Feel Human

Vitalant needed to turn an often clinical or intimidating topic into creative that felt approachable, memorable, and actionable. Across paid social, display, and video, the work used human-centered concepts, education, and playful storytelling to address barriers to donation and move audiences toward booking an appointment.

WORK
Developed performance creative and campaign concepts across Meta, display, and CTV, including the Blood Type Personas, Dating App Match Motifs, Blood Squad campaign and a 30-second animated donation explainer addressing common barriers such as time, needle anxiety, and eligibility.

ROLE
Creative Direction · Concept Development · Art Direction · Campaign Strategy · Educational Copy · Performance Creative

IMPACT
Created a more relatable visual and messaging approach to blood donation, replacing clinical or generic blood imagery with distinctive concepts designed to connect, educate, and drive appointment bookings. The Blood Type concept was especially well received by the client for using personalization to make blood education engaging and relevant.

 

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.

 

PERSONIFYING BLOOD TYPES

Making donor education personal, playful, and memorable.

  • Concept: Created and designed a character-driven campaign that gave each blood type its own personality, turning clinical donor education into an approachable creative platform audiences could see themselves in.

  • Impact: The concept was enthusiastically received by Vitalant for replacing difficult-to-relate-to blood imagery with personalized storytelling that educated while building an emotional connection to donation.

 

MAKING BLOOD DONATION SIMPLE

Breaking down the barriers between consideration and donation.

  • Concept: Developed a 30-second CTV spot using approachable illustration and simple storytelling to address common barriers to blood donation, including time, needle anxiety, eligibility, and uncertainty around the process, before showing just how easy it is to donate.

  • Message: Built the story around a clear progression from hesitation to action, culminating in the empowering CTA: “You have the power to save lives.”

Creative Credits: Co-concepted with Tricia Peters, Art Director, who led art direction and design. Mario Moreno led video editing and animation.