Every two seconds, someone in the U.S. needs a blood transfusion — which makes blood donations critical. To drive the point home, New York Blood Center Enterprises named BBH USA as its creative AOR.

And BBH responded with a new campaign — “Date Those Who Donate” — to send an essential message framed as part of community activism.

The campaign, geared to millennials and Gen Z — positions the dating scene as a chance to engage a new generation of socially conscious donors to drive meaningful action. Those who make excuses for not donating are red flags — give them a miss.

The debut campaign runs across streaming, social, online and out-of-home.

The 60-year-old NYBC Enterprises is one of the largest community-based, nonprofit blood centers in the U.S., delivering more than 1 million blood products annually to 400+ hospitals across 17+ states.

“ 'Date Those Who Donate' flips the script — it’s not just about saving lives; it’s about reframing donating blood as a cultural green flag. Our first creative campaign taps into the rituals of modern dating to ignite a bigger purpose. It’s playful, provocative and rooted in a simple truth: Doing good is attractive,” said Erica Roberts, Chief Creative Officer, BBH USA.