1. This piece encouraged active donors to give again.
  1. We found two words that say more than 'thank you'.
Australian Red Cross Blood Service (DDB Rapp Sydney)

PLASMA PARTNERS CAMPAIGN FOR THE AUSTRALIAN RED CROSS BLOOD SERVICE: By creating a Plasma Partner sub-brand among our regular donors, we sought to acknowledge them as partners in the efforts of the Australian Red Cross Blood Service. To build that sub-brand, and highlight the tremendous good our donors were doing, we highlighted the words Plasma Partner whenever we could. It was a true CRM campaign in the best sense of the term, and the results bore testimony to how effective CRM can be in delivering results.