News Brief

J&J's Transfusion Equipment Biz Bows B-to-B Campaign

Johnson & Johnson's Ortho Clinical Diagnostics' Transfusion franchise is launching a new campaign called  “Bloodlines.”  The effort, via Doremus New York is a b-to-b program whose audience is blood banks and hospital management. The campaign is, per the agency, built on insights generated from  customer interviews conducted around the world.
 
The black and white photography in the ads feature patients of all ages and ethnicities and ages who have benefitted from a transfusion. Beside them in the ads are bright red units of blood.