CAMPAIGN - CONCEPTUAL THINKING - ART DIRECTION - STRATEGY

Bloddonerne Danmark - Plasma donation

Bachelor exam on Design and Business - Creative Branding, winter 2026

Created with Cecilie Bang Hansen

  • BRIEF

    In Denmark, we are only 50% self-sufficient in plasma, with the rest being purchased from the US. According to the regions, we must be self-sufficient, which is why Bloddonerne Danmark is making an extra effort to attract new donors, but this is difficult as few people know what plasma is.

    We chose to focus on men aged 17-30.

  • THE TASK

    How can a problem-solving campaign increase knowledge and awareness of plasma donation among young men in the Capital Region and thus support the recruitment of new plasma donors?

  • INSIGHT

    Community activates action.

  • SOLUTION

    Focusing on young men, we quickly discovered that they meet in clubs. “Men's clubs,” cycling clubs, lodges, sauna clubs, hooligans, etc.
    What they all have in common (often) is... BEER!

    So we went with the classic phrase “Hvem giver næste omgang?” (“Who's buying the next round?”).

Plasma center

A new plasma center is set to open in Østerbro in 2026/2027, so we created the campaign based on the idea that it should be located in Østerbro.

Plasma Counter

To engage people to donate, we want to have live plasma counters close around the Plasma center.

Football stadium

To extend the concept we would create a campaign at Parken at Østerbro (which is close to the new Plasma-center), where the beer-holders have “Giv en omgang”/”Give a round” printed on them, to create awareness for the target group.

We visualized this using AI to optimize the process and to give an idea on how we wanted it to look.