According to the American Red Cross, less than 10% of the population regularly donates blood. Our goal is to reach a younger audience, educate them on the need for blood, and encourage them to donate regularly.
AMC and the American Red Cross are collaborating to connect young horror movie fans with blood donation events through classic horror aesthetics, scary movies, and free concessions. Through witty copy and a familiar environment, we're able to challenge and deconstruct the fear around needles and donating blood.
At the beginning of the presentation, the audience was asked who enjoyed going to the movies and who donated blood regularly. 100% of the group liked going to the movies, but only 1 person said they donated blood. By the end of the presentation, everyone was at least interested in seeing if they were eligible and said they would donate blood if Gore4Good was an actual event. The campaign was also highlighted on the department's social media pages.