The South African National Blood Service recently selected a key Outdoor Network location in the vibrant and cosmopolitan CBD of Johannesburg for its latest campaign. The ‘It’s not just blood. It’s saving a nation’ campaign made use of one of the many benefits offered by billboards – that of the large format.
Strategically positioned and illuminated, the highly visible billboard ensured that passers-by and motorists were exposed to the campaign message 24 hours-a-day within the bustling city centre. The South African map, represented by blood in the drip, reinforced the key campaign message and call to action with striking, and emotive accuracy.
There is an ongoing need for blood donations in South Africa, with blood stocks at the SANBS regularly only sufficient for a few days. As a critical medical component in saving the lives of thousands of South Africans daily, high visibility and impact of this need is required in order ensure that the broader public is driven to take action.
Says Howard Lonstein, Marketing Manager at Outdoor Network. “Following other successful Out-of-Home campaigns in conjunction with Outdoor Network, the SANBS again approached us with a view to highlighting the continued need for the service they offer and the important role much needed blood plays in saving lives.”
“Billboards are an ideal platform for brands wanting to deliver impactful calls to action due not only to their size, but also their ability to drive recall and the frequency of reach. One of the many benefits of Out-of-Home – and billboards in particular – is the ability to strategically target a geographic area or demographic, which is precisely what the SANBS did in this campaign,” concludes Lonstein.
