American Red Cross: Public Health Campaign
Press Release
Competing for Good.
A blood drive competition created to incite a movement of new blood donors in Oregon each winter.
Blood donations generally reach a dangerously low point during the holidays when regular donors are busy with distractions. I helped conceptualize the inaugural Civil War Blood Drive to maintain a healthy community blood supply in Oregon at the onset of each winter. We created the imagery and action-based wording with the cooperation of the strict University branding and athletic offices. We secured celebrity alumni and politicians, created a website, and scripted a television public service announcement featuring head coaches and mascots (all in an era before social media). The annual drive became a tradition that went hand-in-hand with the massive rivalry surrounding the Civil War Football Game each November.
During its 15 year history, the Civil War Blood Drive brought over 100,000 blood and platelet donors.
Supported by the University of Oregon Alumni Association and the Oregon State Alumni Association, the region-wide movement mobilized Eugene and Corvallis area students and the expansive network of university alumni, family, fans, fraternities, sororities, and supporters throughout both Oregon and Washington State.
All donors could give a pint of blood and support their school off the field before the rival teams face off at the University of Oregon versus Oregon State University Civil War football game in late November.
The university with the most votes at the conclusion of the campaign won the coveted Civil War Blood Drive trophy for the year. The trophy was handed out at the Civil War game.
The interactive campaign and website worked to unite students, faculty, alumni, and fans with a shared goal to help save lives by giving blood.
The effort was comprised of hundreds of drives throughout Oregon and Southwest Washington – including special weeklong blood drives held on each university’s campus as well as “Pep Rally” style events.