We Count On You

IBTS

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We Count On You

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O negative is the universal blood type and accounts for 16% of demand in Irish hospitals. That means O negative donors are contacted frequently to give blood. And while they don’t do it to be thanked, IBTS wanted to do something to recognise their generosity.

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Direct Mail is a medium so rarely used nowadays but one we could harness to create a tactile, visual and genuine thank you. We used a standard, everyday envelope with a normal window, rather than a bespoke piece to create a feeling of something ordinary turning into something a little bit magic. And, in our thank you, we used an O in every word, to show the universal importance of O negative blood.

By showing genuine gratitude, IBTS received an overwhelmingly positive response, and blood donations increased year on year by 12%.

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