New York City was facing low blood supply, which has significant implications for
New Yorkers. On average someone needs blood every 2 seconds and it’s critical for surgeries, traumatic injuries, cancer treatment, and other illnesses.
NewYork-Presbyterian needed to drive buzz around getting New Yorkers to sign up for blood drives, so they partnered with Cronut® creator and award winning chef Dominique Ansel to create the 3 Lives Bar. But the ONLY way to enjoy this chocolate bar is to donate blood. The limited-edition bar was only available for one week at select blood drive locations as a reward for donating. The design approach borrowed from food and 'drop culture' phenomenon, creating buzz and sign ups to donate blood; all to try this one-of-a-kind treat.
During the one-week blood drive throughout New York City, the campaign garnered hundreds of millions of impressions, drove a 40%+ lift in blood donations during the promotion period and attracted new donors.
