American Red Cross launches urgent PSAs to address America’s critical blood shortage
Two affecting public service announcements (PSAs) aim to increase the current 3% of American blood donors, emphasizing that even a modest rise in donations could eradicate blood shortages.
In response to a 40% drop in blood donations over the past two decades, the American Red Cross has unveiled a compelling new PSAs this week, ‘What’s Your Type?’ and ‘Growing Up.’
The organization reports that this decline has resulted in the lowest number of donors in 20 years. Meanwhile someone in the US requires blood every two seconds, whether for childbirth complications, trauma, cancer treatments or surgeries.
‘What’s Your Type?’ is designed to resonate with the general public. It opens with a playful conversation about blood types, set to upbeat music, before an accident shifts the view to a dramatic hospital scene with patients in urgent need of medical care. This stark transition underscores the vital role that every blood type plays in saving lives.
On the other hand, ‘Growing Up’ targets the Hispanic community, who face a higher incidence of birth complications, according to the American Red Cross. This emotionally charged film interweaves the story of a mother and her son through two significant life events: his birth and his kindergarten graduation. Using innovative editing techniques, the PSA creates an emotional journey that leaves viewers reflecting on the gravity of the situation – the child’s future hinges on blood donations.
Produced by MJC and directed by Charlotte Wells, known for her evocative storytelling in Aftersun and other acclaimed works, both PSAs highlight the urgent need for donors.
The campaign was created by BBDO New York, which has been creating PSAs for the American Red Cross since 2011.
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