Glossy partnered with Toronto independent agency Diamond to launch “Who’s Saving Who?”—a new national brand platform for Canadian Blood Services that reimagines what it means to donate.
Departing from the traditional focus on recipients, the campaign shifts the narrative to spotlight the emotional reward and personal meaning donors experience when they give. Built around the insight that “what you get when you give” can be just as powerful as what’s received, the work speaks to purpose, identity, and human connection.
The hero film, “I Am Here to Save You,” features patients expressing heartfelt gratitude—not in a plea for help, but as an acknowledgment of donors’ impact.
With Canadian Blood Services aiming to recruit one million new donors by 2030, the campaign represents a strategic shift designed to deepen emotional connection and drive participation.
Glossy obtained ad tarde coverage which included AdAge, Muse by Clios, Shots, Work of the Week on LBB, Campaign and Strategy.
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