Faced with reputational challenges and inspired by a sense of purpose, Philips launched “Bloedverwanten” in partnership with Sanquin and PSV Eindhoven. Strategic observations revealed two pressing issues: Philips needed to rebuild its reputation for societal involvement, while Sanquin struggled to attract young blood donors. Insights pointed to Eindhoven’s shared red-and-white heritage, uniting Philips, PSV, and the community, as the emotional and cultural foundation to inspire action.
The campaign creatively redefined sponsorship by targeting young men aged 20 to 35 – a challenging demographic for blood donation – through the shared love for PSV. This strategic alignment turned football passion into life-saving advocacy. Mobile blood donation centers became the heart of activation, touring PSV matches and regional hotspots. Testimonials from PSV players, influencers, and employees, including Thijs Slegers’ deeply moving call to action, amplified the campaign’s urgency and emotional resonance. A robust media strategy elevated what began as a regional initiative into a national movement.
The results were monumental. The campaign recruited 4,462 donors (233% of its target), reversed Philips’ declining reputation with a one-point boost in societal perception scores and delivered €2.3 million in PR value with 591 million media impressions. Internally, Philips doubled employee donor participation, exemplifying its mission to make life better.
