2025 International Showcase

This presentation explores how an innovative campaign used augmented reality (AR) to boost blood donation during a traditionally low-donation period. By combining technology with Catalonia’s cultural symbol of human towers, the initiative redefined blood donation as a collective act of solidarity. The project integrated AR experiences, digital channels, and street activations to engage donors emotionally and visually demonstrate the power of community. The result: increased donor participation, stronger social engagement, and a lasting sense of belonging among participants.

Speaker: Pilar Cordoba, Marketing and Communication Director, Banc de Sang i Teixits, Catalonia, Spain

Speaker: Catherine Boisvert, Advisor, Customer Experience, Hema-Quebec, Canada

Demonstration of how local PR remains effective in the digital age, with social media examples of local PR in Scotland.

Speaker: Jennifer Wilson, Head of Donor Marketing and Engagement, Scottish National Blood Transfusion Service, Scotland

Speaker: Sarah Drummond, Director, School of Good Services, United Kingdom

The project followed a structured, data-driven methodology focused on mapping and analyzing the entire plasma donor journey to identify pain points and improvement opportunities. Through multidisciplinary workshops, each step was evaluated, prioritized, and translated into a concrete roadmap with measurable actions. This systematic approach enabled alignment between strategy, operations, and communication, ensuring consistent donor experience optimization across national and regional levels.

Speaker: Michele Barth, National Manager, Donor Experience, French Blood Establishment