Partners
Director: Henry Zalapa, photographer: Sean Izzard, Media: CHEP, PR: TLA Worldwide
Plasma needed a human story. I worked with our partnerships team to bring Olympian and plasma recipient Michael Klim on board to lead our brand campaign. The idea was simple: if an Olympian needs plasma, anyone could. I developed the creative, pitched the idea to Klim and worked across its rollout. Campaign recognition among non-donors peaked at 31%—almost three times that of previous campaigns. At its peak, more than two-thirds of non-donors who saw the campaign felt more positively about Lifeblood and more motivated to donate plasma.
