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Client: Blood Centers of America (BCA)

Case: First Blood Saves Lives

Partner: LCS

Game: League of Legends

“A Dutch campaign to recruit blood donors rolls out across the USA”

De Telegraaf newspaper

How can young Americans be made more aware that plasma donation is important?


In order to raise awareness about the importance of plasma donation among young Americans, we hooked up BCA in a partnership with the League of Legends Challenger Series: the biggest esports competition, as well as the third most popular sports competition outright, among 16-35 year olds in the US. Our solution was the “First Blood Saves Lives” campaign. This combined the use of in-game banners, shoutcasters, and social media to draw gamers to the League of Legends channels to drive home the message about the urgency of plasma donation to a large audience of young people. Gamers who donated blood or plasma were rewarded with a unique in-game skin.


23,288,863 impressions for the plasma donation theme during the LCS competitions.
Over 30,000 young people visited the plasma donation landing page.

Interested in the low-down on this Dutch campaign broke new ground in the US? Or just gasping for a warm beverage? Come visit!

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