My Process:

The campaign is anchored by the tagline “Don’t Wait. Donate.” Developed through a lengthy concepting process, all of which allowed the final line to deliver a direct, urgent call to action. The clarity of this line was imperative, reflecting the urgency of the issue while remaining memorable and adaptable across platforms.

Visually and tonally, the campaign takes an intentionally bold approach. While there was consideration to soften the messaging, I chose instead to reflect the real-world consequences of blood shortages. The copy is designed to interrupt, confront, and demand attention, mirroring the seriousness of a topic that is often overlooked, yet deeply consequential. The use of black-and-white photography reinforces this gravity while aligning with Carter BloodCare’s brand, allowing key words and messaging to stand out across social and out-of-home executions.

For the Spanish-speaking community, the campaign takes a culturally specific approach. Drawing from my lived experience growing up in Texas, I centered these executions around heritage, resilience, and the strength within the Hispanic community. The messaging reframes blood donation as an act of collective strength, supporting not only the Hispanic community, but the broader North Texas population as a whole.

This section includes 3 social media ads, nine billboards, one Spanish-language television spot, and one Spanish-language radio ad. Together, these pieces form a cohesive, multi-channel campaign built to drive awareness, urgency, and action, because blood donation is not a distant issue, but a shared responsibility. Don’t Wait. Donate.