To help break through and attract first-time donors, we needed to do something different. One of the most exciting things about the summer is all the new movie releases. Everyone gets excited about them, especially when it comes to horror movies. And people in horror movies make lots of bad decisions, usually leading to lots of wasted blood. So, we saw an opportunity. Known for her starring role in one of the most successful horror movie franchises in history, we partnered with Neve Campbell. With her help, we created a humorous and entertaining PSA campaign that leans into typical horror movie tropes and the very predictable ways that horror movie characters tend to die. We called the PSA “A Bloody Nightmare”, not because of the scenes that we’re showing, but because when too few people give blood it can result in a real-life nightmare for patients and their families. A fact that is underscored by the important message our PSA delivers; 50% of Americans like watching blood spilled in movies, but only 3% actually donate it. Blood isn’t just for movies, it saves lives.