Live Action: NYBC "Date Those Who Donate"

As Head of Integrated Production at PLURAL, I co-produced the “Date Those Who Donate” campaign, the debut brand platform for New York Blood Center Enterprises. In partnership with Hungry Man and director Christopher Gruse, I helped lead the end-to-end live action production, aligning creative expectations, resources, and delivery timelines to ensure that the campaign performed consistently across all channels.

The campaign blended purpose and pop culture by connecting millennial and Gen Z dating behavior with the urgency of blood donation. By framing the act of skipping a blood donation appointment as the ultimate red flag, the idea created a playful but socially conscious call to action. With the rallying cry “Date Those Who Donate,” the work engaged a younger, mission-driven audience and reframed blood donation as both a cultural and personal statement.

The campaign launched across streaming, social, online, and out-of-home platforms and created a unified system of visuals and messaging built to reach different audience moments while keeping the tone energetic and relatable.

Reel and Ink Highlights

• Live action production
• Campaign oversight
• Strategic partnership management
• Multi-channel delivery