The need for blood is constant. That is the message of a print and broadcast campaign crafted by DW Communications Group for American Red Cross Blood Services in Dedham, Mass.
The Blue Hill, Maine-based agency once known as Designwrights approached the organization for the project last spring, shortly after the shop opened an office in Cambridge, Mass., according to account manager Kate Stookey Canon.
The 13-year-old agency volunteered for the assignment in part to increase its visibility. "I've taken every single course the client offers, and it is a client that we like and respect," Canon said.
The goal of the campaign is to encourage new donors to give blood regularly and urge occasional donors to give more frequently. It also promotes Red Cross locations and highlights the relief organization's 800 telephone number.
"Most people believe donated blood goes mainly to people hurt in accidents or natural disasters," said Melissa Croteau, director of corporate communications at the Red Cross. "The reality is, in New England, the vast majority of donated blood goes to children and adults suffering from long-term illnesses, such as cancer and heart disease, or to people undergoing surgery. So we don't just need blood when there's been an earthquake or a plane crash."
Red Cross officials expect to begin distributing copies of the radio and television ads to stations sometime after Thanksgiving, Canon said. Creative chores for the campaign were handled in the agency 's Maine office; Canon served as account manager.
Canon acknowledged that competition to provide hospitals with blood and blood-related services is being stepped up by companies such as Haemonetics in Braintree, Mass.
Separately, DW Communications Group currently is considering the opening of a third office in Portland, Maine, where its client roster includes Synernet and the law firm Preti, Flaherty, Beliveau & Pachios.