Blood services non-profit Héma-Québec has partnered with Sid Lee and Tam-Tam\TBWA, naming the former its creative AOR and the latter its strategy and media planning lead, following a review.

The new partnership includes a mandate for Sid Lee to develop the non-profit’s advertising strategy, including for its 25th anniversary this fall. The goal is to raise public awareness and drive greater donations for the organization, which collects blood, plasma, cord blood, stem cells, breast milk and human tissue. This is essential in Quebec, where even though 150,000 Quebecers have given to the non-profit, less than 3% of the adult population has donated blood.

“A new chapter is beginning for Héma-Québec. Sid Lee and Tam-Tam\TBWA will be our agency partners of choice to help enhance the spirit of solidarity and generosity that permeates our province,” says Geneviève LeBrun, VP of customer experience and business intelligence at the non-profit. “Our teams, in collaboration with our partners, succeed in maintaining a secure supply for the Quebec population, year after year.”

Tam-Tam\TBWA had previously handled much of the creative execution for Héma-Québec, while Carat had been appointed to handle media in 2020. As with the previous assignments, these new appointments for Sid Lee and Tam-Tam\TBWA will be for a fixed term of three years.

“It’s a source of great pride for our team to be able to put our creative energy into a common cause in Quebec society,” says Claire Pouly, group account director at Sid Lee. “Héma-Québec’s contribution is invaluable. This strength of our healthcare network is a fertile source of inspiration to drive innovation and mobilization.”

The first work from the non-profit’s new partners is expected within the next few months.