The Overview

An integrated media campaign (IMC) for Western Cape Blood Services (WCBS), designed to grow its youth donor base. It targets potential donors aged 16 to 25 and aims to turn them into regular donors across print, campus and digital media.

The Challenge & Approach

The challenge was getting young people to see blood donation as something that belongs to them, not an obligation. Gen Z builds identity through what they wear, and thrifting is how they find one-of-a-kind pieces that say who they are.

The campaign brings the thrift store to the blood drive. Local thrift stores donate clothing for pop-up shops beside campus drives, each with its own rack and a QR code to its page. Donors receive a card that lets them pick three items. The thrill of hunting for something rare became the bridge to donation, and ‘Twice The Slay’ gave it a name: look good, while doing good. The visual style is Y2K-inspired, tied to the late-90s and early-2000s revival make it feel like youth culture,

The Result

The campaign meets school pupils and students where they already are and gives donating a place in youth culture, as something you do, not something you owe.