CW: Allie Tracy | AD: Allie Tracy

Carter Bloodcare: Don’t Wait. Donate.

It’s a typical Friday night. Finally, a chance to go out on the town after a long week of work. The club is packed, the song is your favorite, and your drinks have caught up to you. You don’t see the spilled drink on the ground or the sharp table corner to the left, but the next thing you know, you are bleary-eyed on an operating table, hearing, “There isn’t enough blood to save them.”

The concept of needing blood is a far-off thought to a young generation that thinks they will live forever. But it’s not; every two seconds, someone in the U.S. needs blood. What if it’s you? What if it’s your mother, your father, your grandparents, your siblings, your child? And what if there is no blood left for them to receive? The thought of blood donation is daunting, the biggest complaint being that it takes time, but you have time on your side; someone else doesn’t. One hour, just one, is all it takes to save three lives. Be the person who lets someone you love, or someone you don’t know, make another memory. Be the hero who allows a father to hug his children one more time, the reason a doctor gets to deliver happy news to a scared family. The clock is ticking; will it be you who needs blood next? It might not be, but you will know you did what you could to help your community. Don’t Wait. Donate.

What you’re about to see:

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 10 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.