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 will take place on 27th September 2016 at PlayStation Theatre, New York City.
Blood Banking revolutionized 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 – through the Blood Banking App. With an interface similar to that of net banking, all account holders enjoyed a familiar and seamless experience.
After launching on the 3rd of April 2016, the initiative had a positive response with the opening of over 1,32,000 Blood Banking accounts. Mobile Blood Banks went deep into rural areas and helped raise a collection of over 100,000 units of blood.
Commenting on the prestigious 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. A truly noble meeting of technology and real life problem solving. The Cannes Silver Lion and now a coveted D&AD Impact pencil 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.
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 saving lives and bringing an end to the frantic searches and pleas for blood during dire medical situations.