Research shows they’re significantly more likely to act when donation is framed as a shared experience, something done with people, not to them. Pitch In is built on that insight. A university blood donation campaign that embeds giving directly into sports club culture, transforming a solitary clinical act into a squad challenge, a campus-wide competition and a 35-day story of where your blood actually goes.
Clubs register together, donate together, and compete on a live leaderboard, fuelled by inter-club rivalry, blood type scores, and squad challenges that turn giving into a sport of its own.
Using real-time impact tracking and campus activations that make every donation visible across university life, Pitch In makes giving impossible to ignore and a lot harder to do alone.
Created with Ruby Freer for the D&AD New Blood competition, answering the brief set by L’Oréal Paris and McCann, Carry Her Forward is a campaign built around one truth: worth isn’t created alone. It’s carried from woman to woman, through words that stay with you long after they’re spoken.
The campaign opens with real, unscripted interviews asking women what makes them question their worth, and what words from another woman they still carry with them. Shot in an intimate, documentary style, the conversations feel like something overheard rather than performed. No scripts, no polish, just the kind of honesty that makes people stop scrolling.
From there, the campaign extends into physical retail through gold-framed in-store mirror activations that glow, listen, and invite women to speak the words they’d carry forward. Recorded messages ripple across social media and gather permanently on the L’Oréal Paris site; a living anthology of women’s voices that grows with every woman who adds.
To extend the campaign beyond International Women’s Day, we introduced the Carry Her Forward card, gifted with every L’Oréal purchase and designed to outlast a single moment. Each card invites a woman to write something to another woman in her life: a thank-you, a compliment, or a few words she needed to hear.
There’s a lot more where that came from!
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