The Drying Flag

Creative idea

The campaign effectively increased the awareness of the issue and changed the behaviour of target audience. As an unorthodox way of using the outdoor media, the campaign gained a lot of interest. 47 organisations and brands requested the flag to further amplify the message by putting it by their establishments. The flag was able to generate a lot of buzz – 86 earned media publications, covering all of the national TV and printed media channels. During the campaign period, there was a staggering 58% increase in the first-time donors compared to last year. The highest first-time donor participant increase ever recorded in LSBDC history.

Brand name: Latvian State Blood Donor Centre
Advertiser / client: Latvian State Blood Donor Centre
Product / service: Blood Donation and Transfusion Service
Campaign name: The Drying Flag
Agency network: MCCANN WORLDGROUP
Agency: McCANN Riga
Agency chief executive officer: Valters Jonats
Creative director: Valters Jonats
Art director: Miks Bergmanis
Account director (agency): Dita Mertena
Strategic planner / strategist: Janis Petersons
Agency producer: Toms Kelderis