• by Les Luchter , November 6, 2023

The number of blood donations from young people dropped massively during the pandemic and has yet to rebound, so nonprofit New York Blood Center (NYBC) is targeting them via a retro videogame-themed campaign launching Monday.

Up first is a video titled “Game On,” in which a high school girl races across her school to get to a blood drive. Wednesday will see the premiere of a second video, “Power Up,” in which a boy racks up points in such categories as “lives saved” and “respect.”

The spots – in :30, :15 and :10 iterations -- are meant to invoke “cherished memories of gaming icons from the ‘90s like Nintendo and Sega,” directors Miles and AJ of production studio SixTwentySix said in a statement.

If that seems like an anachronistic approach to reach folk who were hardly around in the ‘90s, creative agency Markham Yard explains to Marketing Daily that “current high school and college students have grown up with a wide range of computer-based handheld, mobile and online gaming platforms, many of which have their roots in the 8-, -16, -32 bit game franchises that were originally developed in the ‘90s.”

The two spots are targeting 18- to 34-year-olds in the New York metro area via YouTube, and 18- to 30-year-olds via connected TV, Meta platforms, Twitch and TikTok, the agency said.

And since NYBC also has a national network via various organizations and divisions, the goal is to roll out to other markets by 2024, although Markham Yard cautions that “this is still in the works and discussion plans.”

In addition to the video spots, NYBC ‘s “Extra Life” campaign will also be using still-image digital media, influencers, donation site collateral like wall clings, flyers, sidewalk decals and giveaways to donors at NYBC-hosted blood drives on college campuses. The giveaways include branded beanies, sticker sheets, pencils, pins and T-shirts.

NYBC cites a 50% decrease in youth blood donations since the pandemic, with an annual shortfall of over 20,000 donations.