Starve a Vampire, Donate Blood was an American Red Cross campaign developed in partnership with the television network CW. The goal of the program was two-fold; to promote CW’s new show “The Vampire Diaries” while simultaneously encouraging younger community members (16- 22 years old) to donate blood. To target this audience, the Red Cross coordinated with high schools and colleges across the United States to host blood drives on more than 230 different campuses. Specially branded Vampire Diaries promotional items were given exclusively to individuals who donated blood at the drives, encouraging participation by students on campus. Participants were also given access to themed refreshment stands and were able to watch footage from the show while donating blood. Posters featuring the three stars of the television show were also produced and widely distributed to draw attention to the campaign, making use of the headline “starve a vampire, donate blood”. Additionally, public service announcements and television commercials featuring the stars were produced to further promote the blood drive.
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