Shopper marketing agency, Farrimond, has developed a pro bono campaign alongside its client partners, Griffin’s and New World, to help the New Zealand Blood Service (NZBS) attract new blood donors.
The in-store activation, planned to take place in over 70 New World stores during February and March, invites shoppers to learn their blood type via a simple finger prick test.
Together, Griffin’s, New World and NZBS aim to highlight the ongoing need for blood donations – less than 4% of eligible New Zealanders currently donate blood – and steer participants towards donation centres in their local areas.
The programme has also seen Griffin’s become the NZBS’s key supplier of biscuits that are offered to blood donors post-donation in each of its centres.
Farrimond Senior Account Director, Sarah Iles, is delighted by the response from all partners. She says:“This campaign is a proactive initiative of ours that came from our connection with Griffin’s and New World. For us, it’s incredibly gratifying to have played some part in an activation with so much positive potential for so many New Zealanders.”
