The RGB News
Antena 1, top TV station in Romania, has a record of social campaigns presented during its prime time news program, Observator. These campaigns reflect Antena 1’s “Always Close” brand positioning. The main goal behind the social campaigns is to change Romania for the better. At the end of April 2014, Observator had scheduled a new social campaign, this time tackling the subject of blood donations. The lowest number of blood donors in Europe and the lack of funds for blood transfusions in Romania were the main issues. To solve them, an entire nation needed to come together. No more than 17 people out of 1000 donate blood, leaving Romania at the bottom of blood donation ranking in Europe. At the same time, 8 out of 10 Romanians watch TV daily, especially during prime time. Most of them tune in to Antena 1, top TV station in Romania. To change the blood donation statistics, Antena 1 set to turn passive televiewers into active blood donors. Because, if enough people would talk about the blood donation issues, if more people would give blood during the campaign, than the Romanian authorities would have no choice but to notice and react. The RGB News activated a whole nation for one week during live TV news. Its mission was to get people to “invade” donation centers during the 7 days campaign. Because the end goal was to amend the sad reality of blood transfusions in Romania.
|Strategy:||The Ministry of Health responds best to social pressure. If enough people would talk about the blood donation issues in Romania, if more people would want to give blood during the campaign, than the authorities would have no choice but to do something about it. Another consideration was that big or small, flat screen or LED, the TV is a prized possession for Romanians. Observator, its prime time news program, was used as a Trojan Horse for good. Hijacking the TV watching experience for millions of Romanians at the same time for one week, live, during the news, would make everyone tuned in to understand how important blood donation really is. The TV started the conversation and Facebook carried it on, starting with Antena 1 stars. The buzz generated around blood donations would soon become a subject hard to ignore by the Ministry of Health and force the officials involved to positively react.|