New York Blood Center Enterprises (NYBCe) has named BBH USA as its creative agency of record, launching the partnership with a provocative new campaign, Date Those Who Donate, that combines purpose with pop culture. The campaign tackles the notoriously challenging millennial and gen z dating scene and playfully positions skipping out on blood donation as the biggest red flag of all. The insight is simple: Donating blood is a quick way to indicate you're a dateable person. 'Date Those Who Donate' is the rallying cry, tapping into modern dating behaviour to inspire a new generation of donors. As the first expression of NYBCe’s refreshed brand platform, this campaign is designed to engage a new generation of socially conscious donors to drive meaningful action. The debut campaign from BBH USA for NYBCe will be rolled out across various channels, including streaming, social, online, and out-of-home.
