Canadian Blood Services takes a different tack with its new national brand platform to show that donating can provide intense value to both givers and recipients.

Anchored by the hero film “I Am Here to Save You,” the strategic approach of the campaign stems from the national non-profit’s own research that suggests that while some donors see giving as blood pragmatic contribution to the health care system, others view the act as a ritual of substance that contributes to their own well-being.

Such insights helped shape the tone for the first work in the “Who’s Saving Who?” platform, which marks Toronto-based creative agency Diamond’s first work for Canadian Blood Services since being named the organization’s AOR last May.

With the new work, Diamond takes the brand’s messaging into an emotional realm that touches on purpose, identity and the human side of health care.

“The goal was to build an enduring emotional connection to turn occasional donors into lifelong ones,” Diamond chief strategy officer Lori Davison said in a news release. “When we listened to regular donors, what stood out was the meaning it held for them personally … It’s a way of giving back, but one that they also get a lot out of. That insight brought us to a central question:  ‘Who’s Saving Who?’”

Diamond’s task to aid in recruitment comes at a critical time for the Canadian health system.

As part of the platform launch, Canadian Blood Services has set a recruitment goal of one million donors by 2030 in an attempt to get out ahead of a potential shortage crisis.

Demand for blood in Canada is projected to increase by close to 10% over next five years and demand for immunoglobulins, medicines made from plasma, could potentially increasing more than 50% during that time frame, the organization says.

“We’ve never set a recruitment goal like this before. To attract this many new donors, we need to tell a different story,” said Ron Vezina, VP of donor engagement at Canadian Blood Services. “At a time when so many of us are searching for ways to be part of something that matters, donating is one of the most meaningful ways to find connection.”

Cairns Oneil handled media and Agnostic worked on public relations for “Who’s Saving Who?” which is rolling out across cinema, broadcast, digital, radio and social-media platforms.

The hero video will be complemented by 10 videos featuring real donors’ personal reflections on giving as well as OOH elements.