1/20/06

	Holiday/New Year
	Delivery/Computer
	Mower/TV
	Newspaper/Sneakers

“Give a Pint” TV campaign underway

Allentown—Every two seconds, someone in America needs blood. In one hour, you could make a donation to Miller-Keystone Blood Center.

The need for blood has never been greater. And giving blood has never been easier. Still, many excuses linger in the minds of healthy adults eligible to make a blood donation. To combat the notion that giving blood is a time-consuming ordeal—and promote the area’s leading blood center—Klunk & Millan embarked on the production of a Miller-Keystone Blood Center television campaign in late 2005.

During the holidays, giving blood becomes even less of a priority, even for those who donate on a regular basis. To boost blood donation awareness, Klunk & Millan began Miller-Keystone’s 2005-2006 TV campaign with a holiday-themed spot—a 30-second commercial split into two 15-second segments, one focused on the holiday season and one focused on the welcoming of the New Year. From here, Klunk & Millan produced three year-round 30-second spots, each with two light-hearted looks at the time it takes to give blood—and the never-ending demand for ongoing donations.

“Miller-Keystone Blood Center presents us with a unique challenge—their message is quite serious by nature, but we also need to quickly capture the attention of our viewers, hopefully within a few seconds,” says Klunk & Millan Copy Director Derek Fincke, who wrote and directed the Miller-Keystone spots. “By creating slightly offbeat, ironic spots, we were able to efficiently convey our main message—the demand for blood versus the convenience of donation—and strike a chord with new audiences.”

An independent, not-for-profit community organization, Miller-Keystone Blood Center is the sole supplier of blood to Northampton, Lehigh, Berks, Carbon, Upper Bucks, and Upper Montgomery Counties in Pennsylvania and Warren County in New Jersey. Miller-Keystone Blood Center is an affiliate of Hospital Central Services, Inc. For more information on Miller-Keystone Blood Center, please visit www.GIVEaPINT.org.

To view Miller-Keystone’s 2005-2006 TV campaign, please use the links at right. (You must have QuickTime installed to view spots).