Case study for JWT Taipei’s Red Christmas encouraging blood donations in Taiwan
Blood shortages in Taiwan take an average of 349 lives per year. The problem is even worse in the winter, when there are one-third less blood donors than in other seasons.
To advocate donations during Christmas, JWT Taipei set up a choir outside of Taipei 101, a landmark skyscraper, and created a viral video of the performance.
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n just two weeks, the video was shared over 78,261 times and over 215,000 people visited the Taiwan Blood Services Foundation website, sparking other regions to find ways to participate in blood drives. “Red Christmas” was met with overwhelming public support–Taiwanese celebrities and 12,000+ bloggers, clothing brands, department stores and restaurants participated in the cause. As a result, the volume of donated blood increased 63% over the previous year creating a truly Red Christmas.