Blood Banking, an initiative by the Indian Red Cross Society, which was conceptualised and created by J Walter Thompson has won a coveted Pencil at the prestigious D&AD Impact Awards. The award ceremony took place on September 27, 2016 at PlayStation Theatre, New York City.
The Blood Banking app revolutionised the way people look at blood donation with one simple change – people could now save their own blood, just the way they would save money in a bank. And just like a savings account, one could withdraw their units whenever required, or transfer to someone in need, all at the click of a button. With an interface similar to that of net banking, all account holders in the app enjoy a familiar and seamless experience.
After launching on April 3, 2016, the initiative had a positive response with the opening of over 132000 Blood Banking accounts. Mobile Blood Banks also went to rural areas and helped raise a collection of over 100000 units of blood.
Commenting on the win, Tarun Rai, CEO, J Walter Thompson South Asia, said, “I’m extremely proud of this achievement for two reasons. We’ve won recognition in promoting an extremely important cause. And we have won it for work that’s primarily on the digital platform. I’ve always maintained that as an agency our focus should be ‘Digital First’ and this is exactly what we’ve delivered on. Kudos to Senthil and team.”
Previously this year the initiative also celebrated a moment of glory at the Cannes Lions 2016 festival, after being the only entry this year from India to take home a Silver Lion in the Design Lions category.
“We are very proud of this human idea that has the potential to impact a billion people with the simple solution of starting a savings bank account for blood, shifting the needle from the donor to the receiver. Countering the selfish nature of mankind with an appeal for self interest (this is a) truly noble meeting of technology and real-life problem solving. The Cannes Silver Lion and now a coveted D&AD Impact Silver Pencil (Graphite) are proof that this idea can be universally applied in any country to resolve the blood shortage issue forever. Godspeed,” said Senthil Kumar, Chief Creative Officer, J Walter Thompson, South Asia.
Only 1 per cent of the Indian population donates blood a far cry from the fact that every two seconds someone needs blood. The Blood Banking app has impacted the shocking statistics of blood donation and requirement in the country. By giving people the opportunity to save their own blood, the initiative has helped in saving lives and bringing an end to the frantic search and plea for blood during dire medical situations.