Canadian Blood Services
*I revisited and refined the work I completed at OCAD University in 2022
Instructor: Robert Lear
To address the critical blood shortage during the pandemic, I led an art-directed campaign to engage young students and adults. The campaign invites individuals to discover their blood type through donation, inspired by Korea’s cultural link between blood types and personality traits. By highlighting the personal and societal benefits of blood donation, the campaign aims to make curious about their blood types and encourage them to find out.
After donating blood, people could receive a card featuring their blood type along with fun facts and insights about the common stereotypes associated with it.
