"Kryvychy. Mayu gonar, bo ya donar" is a project of AIDA Pioneer Group (APG), which is supported by the public cultural company "Budzma belarusami!"
The task: the popularization of free donation in the country.
Solution: We developed the naming, tagline, corporate identity, and organized a number of PR-events.
Blood transfusion is necessary for the treatment of many diseases, during surgical operations and transplantations. Donated blood is also often required during childbirth. Today in Belarus donors receive money for blood and its components. We are trying to explain to people that donation is primarily a matter for pride. Also, it is important to note that the average age of a donor is 40-50 years. Young people aren't very active in this case. That is why the main goal of the project is to encourage young people. The project name "Kryvychy" isn't accidental. Because in some sense we become “kryvychy” – blood relatives – as a result of blood donation. Each donor does have new "relatives" who owe him or her their lives. Also there are the responsiveness and respect of other people in the blood of Belarusians.
Second task: to develop a logo and corporate identity of the initiative.
Solution: the semantic basis was a patch, which is put on the hand after blood taking, and the Belarusian embroidery - a symbol of the national identity of Kryvichy. The company colors are red and white. We also created posters, information materials, souvenirs, website and communities in social networks. An interactive map with all the places of blood donation has been implemented on the website, as well as detailed instructions for donors.
Then we developed a detailed communication strategy for the project. We defined basic tools, selected the communication channels and a plan of PR-events.
Our initiative has been already supported by Café Grain, loft project Balki, contemporary art gallery Ў, anti-cafe Fisher House, Bar DK, Studio 67 and other Minsk sites, as well as Internet resources and numerous media. The Tsmoki-Minsk basketball team supported us, and Litwin's American football team as a whole gave blood. Now they can tell themselves how it is to be a donor!
The project continues developing, there is a lot of work ahead and we are always open to suggestions. Join the good cause!