Direct Mailer Campaign _SANBS
THE BRIEF
The brief involves conceptualizing and designing a direct mailer campaign for SANBS. The assignment includes developing a three-stage direct mailer campaign that comprises a physical direct mailer package, a social media presence, and a special event along with promotional items for individuals engaging in this specific campaign. The approach involves researching the significance of blood donation and designing a compelling campaign to engage existing and new donors
SANBS Life Factory social media posts throughout the campaign
Media integration and the stages of the Life Factory campaign
SANBS Life Factory donor type quiz mock-up and QR code
SANBS Life Factory emailer flat design and mock-up
THE CONTEXT
The project's context centres on SANBS's challenge in South Africa, where a mere 1% of the population donates blood, and 18% of scheduled donors don't show up. Donor behaviour is influenced by fear and expectations, with varying emotional experiences throughout the donation process. The identified gap is the need to support donors, particularly in the emotional space between anticipation and reflection. The focus is on donors' well-being and the significance of their life-saving contribution, emphasizing that all types of donors are valued heroes.
SANBS Life Factory assembly kit vending machine flat design and mock-up
SANBS Life Factory assembly kit packaging flat design
SANBS Life Factory assembly kit package pack-shots
THE CLIENT, AUDIENCE AND COMMUNICATION GOAL
The client for this project is the South African National Blood Service (SANBS), a highly respected organization crucial in supplying blood and blood products. They hold a critical mission in ensuring a safe and sufficient blood supply, contributing significantly to healthcare and the well-being of patients in South Africa. The campaign's audience is incredibly diverse, encompassing individuals from varied age groups, genders, ethnic backgrounds, regions, and socioeconomic statuses, with health as the primary eligibility factor. The communication goal is to highlight the value of donors, emphasizing the emotional rewards they gain from the experience, fostering a sense of fulfilment, positivity, and a united community of donors who celebrate the power of giving and its profound impact on both donors and recipients. The focus is on shared purpose and boundless compassion, making the mission one of collective significance.
SANBS Life Factory assembly kit donor type puzzle pack-shots
SANBS Life Factory assembly kit donor manual flat designs and pack-shot
THE CREATIVE STRATEGY
The creative strategy for the SANBS direct mailer campaign employs the TED approach (Time - course of Emotion during Donation), exploring the psychological stages of emotions and motivations that drive blood donation behaviour, with the goal of helping the public discover their unique donor identity and inspire participation. By emphasizing the instinctive human desire to belong and be part of a community, the campaign aims to inspire a sense of unity and highlight the vital role each donor plays in SANBS's mission. Through self-discovery and an emphasis on the value of donors, the strategy seeks to encourage more people to join the SANBS community, contribute to the gift of life, and enhance their own mental well-being.
SANBS Life Factory maintenance kit vending machine flat design and mock-up
THE CONCEPT
The "Life Factory" creative concept is a metaphorical representation of the South African National Blood Service (SANBS), emphasizing the irreplaceable value of blood donors in the life-saving process. SANBS acts as a factory that produces life-saving blood, emphasizing that blood is a unique gift that only the human body can provide. This concept celebrates the emotional journey donors go through, recognizing anticipatory, immediate, and reflective emotions. It highlights the significance of each donor's role in saving lives and aims to encourage a sense of pride in their donor identity. By inviting donors to be regular contributors to "The Life Factory," the campaign strengthens the sense of community among donors and underscores their profound impact on society's well-being.
SANBS Life Factory maintenance kit packaging and promotional bottle sticker flat designs, and pack-shots
SANBS Life Factory donor type posters flat designs
SANBS Life Factory donor type poster mock-ups
SANBS Life Factory final social media post for the campaign and the Facebook banner flat design
THE MEDIA & VISUAL STRATEGY
The visual strategy employs Colour Psychology, Fictional Design, and Constructionism to create an engaging campaign. Colour Psychology uses vibrant hues to leave a lasting impact. Fictional Design visualizes donor types as machines, encouraging viewer imagination. Constructionism involves interactive elements, inviting active participation. The project requires digitizing donor machines, creating an illustration system, strategically placing colours, and using a vector style. Materials include paper, stickers, and software such as Illustrator and Photoshop for design. The visual language captures excitement at "The Life Factory."
