Canadian Blood Services has found a new agency of record, tapping Diamond for the role.

The non-profit announced the new AOR appointment on Tuesday (May 14), following a competitive process. Diamond will be expected to produce creative that captures the attention and donations of Canadians.

The first priority for Diamond will be to establish a brand strategy and creative platform to connect with new donors, Canadian Blood Service says. This will be designed to assist the non-profit to establish a sustainable and diverse donor base while motivating new biological donors.

The first creative work from the partnership is expected later this year, Canadian Blood Services says.

“The percentage of eligible Canadians who currently make a ritual of donating blood is shockingly low – at only about 2%.  The challenge to land a new brand strategy that compels more Canadians to donate more often is one that we are thrilled to take on,” Diamond chief strategy officer Lori Davison said in a statement announcing the new partnership.

Canadian Blood Services vice president of public affairs Ron Vezina added: “We are excited to partner with Diamond on this next evolution of our brand and our ambition to grow the donor base across blood, plasma, stem cells and organs and tissues. The Diamond team’s proven experience within the healthcare sector and fundraising expertise gives us great confidence in the potential of this relationship.”

Canadian Blood Services’ previous creative AOR was Grey Canada, which was initially named to the position in 2018.

Diamond’s new mandate as the non-profit’s AOR is termed to last until 2027, according to the agreement between the two sides.