Abbott Blood Donation Campaigns

THE CHALLENGE:

Abbott needed to drive engagement for the Be The 1 blood donation campaign, connecting with Zillennials seeking purpose while reinforcing its innovation in donor recruitment. The solution required a dual approach—one that inspired young donors and another that showcased Abbott’s cutting-edge advancements.

THE SOLUTION:

The team launched a two-pronged campaign: the Summer Campaign energized Zillennials, framing blood donation as a movement through vibrant social content and a compelling video I directed. Meanwhile, the Mixed-Reality activation leveraged Microsoft’s eye-tracking technology, immersing participants in the life-saving impact of blood donation. Partnering with Ogilvy and Elite Communications Group, we ensured both campaigns aligned with Abbott’s brand and medical standards. To amplify reach, we co-wrote Dr. Mike’s script and integrated him into CES 2023, turning the campaign into an interactive showcase.

MY PART:

As Abbott’s creative strategist, my contributions included:

✔ Shaped the visual direction and messaging for both activations, ensuring alignment with Abbott’s brand identity
✔ Partnered closely with Abbott’s Senior Marketing Director for Brand Creative, often acting as her proxy to maintain brand consistency
✔ Directed the Summer Campaign hero video, positioning blood donation as a movement
✔ Developed the creative framework to align messaging with audience engagement strategies
✔ Collaborated with Ogilvy and Elite to craft compelling visuals for the Mixed-Reality Activation
✔ Coordinated with Abbott’s PR team to ensure cohesive promotional assets
✔ Provided strategic insights that pushed the Dr. Mike partnership to extend to CES 2023, maximizing Abbott’s investment
✔ Mentored and coached a marketing specialist, providing guidance on campaign execution and strategy

This level of involvement ensured a seamless brand experience across all campaign touchpoints while reinforcing Abbott’s leadership in donor engagement and innovation.