The Ask: One in three Canadians will eventually need a blood transfusion. How can we show how common the need for blood is and convert to donations?
Insight: People don't realize people in their immediate social circle will need a blood transfusion.
Big Idea: No matter who you are, we are all connected by our blood.
Tagline: We all need help eventually.
Changing billboards
User's name and friends' names are used in targeted ads
