HC Helps 'Save Lives'

ITxM, the parent company of LifeSource Blood Bank in Chicago and Central Blood Bank in Pittsburgh engaged Henson Consulting to develop a special campaign to attract new, younger blood donors by leveraging pop culture trends.

Working with an integrated marketing team from ITxM, HC developed a series of blood drives under the "Save Lives. It's in Your Blood" moniker, with the first campaign designed to tap into the excitement surrounding the "Twilight" series.

On Saturday, October 24th, Henson Consulting helped LifeSource plan and execute a special "Twilight: New Moon" blood donation drive - which turned out to be the largest blood drive conducted in LifeSource history. The drive successfully appealed to young, new blood donors with the donation incentive of free passes to a midnight screening of the second installment of the very popular "Twilight: New Moon" on November 19th. HC secured coverage of the drive in the "Chicago Sun Times," "Chicago Tribune," "Red Eye," "Naperville Sun," NBC 5 Online and on NBC 5 Morning News, WBBM (CBS) 9:00PM News and many other media outlets.

Leveraging the same "Twilight: New Moon" concept, HC helped Central Blood Bank in Pittsburgh complete a separate vampire-themed blood drive on Monday, November 2nd and Tuesday, November 3rd. HC secured substantial media coverage for this event as well, securing stories in the "Pittsburgh Tribune Review," WPXI.com, KDKA.com and on every local major network, including: KDKA 6:00 PM News, WPCW 10PM News, WPXI 5:00 PM News, WTAE News at Noon and 5:00 PM News.

» Posted: Thursday, December 10, 2009