What Giving Feels Like

with

Canadian Blood Services

Overview

Replacing guilt with goosebumps.

To inspire a new generation of donors, we stopped talking about why people should donate blood and started showing them what it actually feels like. At the heart of year two of Who’s Saving Who was The Embrace — a cinematic spot inspired by the real stories and feelings of donors. Through music, film, and emotionally charged imagery, the campaign turned blood donation from a rational ask into something deeply human and surprisingly feel-good.

Integrated Campaign

Broadcast

Out of Home

Digital

Social

Results & Recognition

“New work from Diamond on the ‘Who’s Saving Who?’ platform showcases the good feelings that can accompany being a donor.”