Banc de Sang i Teixits
TURN THE DONATION INTO A CULTURAL COMMITMENT
GENERALITAT SALUT
Context and Challenge
The challenge wasn't just to increase donations.
The real test was to turn BST into a cultural and social landmark.
While BST stands for a commitment to life, ensuring a steady flow of 1,100 daily donations required a shift in approach.
Donations fluctuated, the donor base was aging, and connecting with new audiences became critical for the sustainability of the system.
The strategic question wasn't how to ask for more donations, but rather how to build a culture of giving that could endure over time.
The strategic idea
Donating blood is not just an act of solidarity.
It's a commitment to society.
This shift allowed us to move the narrative from immediate urgency to collective responsibility, becoming the conceptual framework to rethink the role of donation in Catalan society.
The concept
Building on this idea, we developed a cultural framework that transformed the perception of donation from three major perspectives:
Responsibility
“It's time to donate blood, it's time to receive life”
Donating is positioned as essential for society to function.
Culture
“Doing it together is very us”
Donation becomes part of the Catalan DNA and the collective imagination of “all for one.”
New generations
We engage young audiences by speaking their language and using relevant cultural codes.
Donation shifts from an individual act to a pillar of our society: blood is not manufactured, it is donated.
The Breakthrough
We designed a comprehensive strategy, both online and offline, aimed at building culture and sparking genuine engagement:
OFF Activation
Presence at all donation points and public spaces, with direct and recognizable messages that reinforced the call to action.
ON Activation
Creation of the first digital monument to the Castellers.
· An immersive augmented reality experience that elevated the conversation and connected tradition with technology.
Segmented digital strategy
· Content tailored to each audience and platform
· Social media campaign with dynamic and culturally relevant creatives
· Activations on Google and Meta to amplify reach and conversion
The entire system worked towards one goal: transforming donation into an identifiable, shared, and sustained act.
Results
The strategy not only had a quantitative impact but also a profound shift in positioning:
25,519 new donors joined the cause
7.2 million users reached on social networks
+3 million people reached through initiatives
+200 appearances in general and specialized media
28% more plasma donations compared to the previous year
9,553 blood donations during MaratóBST week establishing itself as a symbol of commitment and social action, also becoming an international benchmark, inspiring countries like the United States and positioning Catalonia as a leader in the culture of donation.
Impact
Beyond the numbers, the real outcome was strategic:
BST stopped competing solely on need or urgency. It began leading through culture, collective responsibility, and shared identity.
We didn’t just increase donations.
We built a cause that can endure over time.
