Description

Timeline: 15.09.2024-31.12.2024
The Plus Me project is a campaign designed to build a youth movement dedicated to raising awareness about blood plasma donation in Russia. Through innovative approaches and strong media support, the project exceeded its initial coverage expectations.

In 2018, Russia launched a large-scale project to establish a full cycle of production of biopharmaceuticals from human blood plasma, but the share of domestic medicine remains extremely low. In order to ensure a sufficient supply of donor plasma for the launch of plasma centers in 2026–2027, a federal awareness campaign was conducted, targeting a young, socially active audience. Instead of running a conventional awareness campaign, we launched a social movement of our own—focused on volunteer donation. With a contemporary tone and celebrity support, it gained momentum fast.

Our movement reflects the values of today’s youth—those who live by “make it, don’t fake it,” skip the theatrics, and change lives through small, real actions.
Our goal was to position our movement as the next big trend within popular youth media. Project coverage: nationwide, with special focus on cities where plasma centers are being built.
We shared the core values of our movement across youth-focused platforms:
• Billboards, ambient ads, and banners spotlighted the generation driven by action.
• Online videos and radio ads brought real stories of everyday heroism to life.
• Our extra video content tackled themes like anti-consumerism and the new sincerity movement.
• On our website and through special features, we spotlighted real stories of growth and self-discovery.
Influencers and celebrities known for championing youth-led action supported the project.
Every channel led viewers straight to our digital home: plusme.team.
There, we shared not just the spirit of the +Me movement, but real ways anyone can help—like donating plasma—while busting donation myths through immersive, story-driven content.
Young honorary blood donors from across Russia shared how blood donation has become the new trend.

The campaign reached 38.6 million people online, garnered 80 million OTS outdoor advertising impressions, received 30.7 million earned media impressions, and the plusme.team website was visited by 389,300 unique users, exceeding the target of 200,000. The advertising materials showed record engagement rates (VTR up to 67.53%, CTR up to 2.33%), resulting in a significant increase in interest in donation and a 25-fold increase in plasma collection in the country compared to 2021.

Credits

Anton Melnikov — creative director Igor Efimov — strategic director Alexander Novoderezhkin — creative director Daria Zotova — client service director Alexandra Zakirova — senior account manager Svetlana Kazimirova — senior event manager Yulia Nitiyevskaya — account manager Maxim Shishkov — creative producer Liliya Tkach — executive producer Dmitry Losev — senior creative Suprematika: Vladimir Lifanov — creative director Sergey Lyakhovich — brand producer Advertising agency WTF!?: Anton Schulz — creative director Alexander Zinoviev — strategist Philin Philgood Group of Companies: Yulia Krivonos — designer Marina Lapicheva — editor Alexandra Spiridonova — project manager