WE GIVE BLOOD
Client: Big Ten / Abbott
Agency: Area 23

Abbott and the Big Ten set out to boost donations for the 2025 “We Give Blood” drive amid a national shortage. Despite last-minute casting changes, shifting budgets, legal hurdles, and the challenge of coordinating across all 18 Big Ten schools, we delivered a full campaign: three TV spots, multiple online videos, and a suite of shareable merch and digital assets that powered a massive social push. The result? Over 75,000 blood donations, and counting — more than twice the 2024 total.