The Fall Get Together

Canada’s blood supply relies heavily on older donors. So Canadian Blood Services needed to bring in a younger, more diverse wave of first-time donors. Our job was to get Gen Z and young Millennials to actually book and show up, right when fall routines and social calendars kicked back in.

Young people are looking for real-life experiences that feel meaningful, and a clear way to make an impact. But donating blood solo can feel intimidating.

So we made it social. The Fall Get Together invited friends, classmates, and coworkers to donate together, turning nerves into support, and something you “should do” into a shared moment that feels rewarding (and even fun).

To build hype, we launched The Drop: a donor-only hoodie with The Peace Collective, plus a national campus challenge that rewarded crews for showing up.