Reaching young people through marketing
How the Red Cross mobilised students for plasma donation
From September to December 2025, Student.be supported the Belgian Red Cross in raising awareness of plasma donation among students. Digital communication and campus encounters brought the message closer to young people.
TLTR · The essentials
The Red Cross mobilised students for plasma donation by working with Student.be to combine videos, articles, banners and campus encounters from September to December 2025. The social media campaign coincided with 262 plasma appointments on 29 September 2025. Encounters at ULB and UCLouvain collected 176 donation pledges over two days. The campaign also generated 2.5 million awareness contacts and 1,904 clicks to donneurdeplasma.be.
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Tell us about your projectBringing plasma donation closer to young people
Reaching students starts with making the subject tangible. The campaign combined videos for young audiences, visibility on Student.be and campus activations.
These complementary formats created several opportunities to meet students, online and in person.
A campaign where students are
The campaign ran from September to December 2025. Student.be banners supported this period, alongside articles and a social media campaign.
Encounters at ULB and UCLouvain added a direct dimension to the awareness effort, with donation pledges collected on campus.
Concrete results beyond visibility
On 29 September 2025, the day of the social media campaign, 262 plasma appointments were booked. In the Red Cross's own ranking, this was one of its top booking days of 2024 to 2025.
Over two days on campus, 176 donation pledges were collected: 106 at ULB and 70 at UCLouvain. The campaign also generated 2.5 million awareness contacts and 1,904 clicks to donneurdeplasma.be.
What this campaign teaches us
Visibility and engagement are measured through different indicators: awareness contacts, clicks, donation pledges and appointments. Keeping them separate avoids confusing interest with action.
The Red Cross listed Student.be among its key marketing actions of 2025, with a dedicated autumn focus on student audiences.