Getting young people to give blood called for a different kind of pulse.
Branding & Advertising
Creative Services
A digital experience can extend awareness and engagement beyond the stage.
For Bloodworks Northwest and The Residency's Where the Heart Lives initiative, GreenRubino created a digital hub to support awareness of the need for blood donation among younger audiences and give them more ways to engage with the program. By combining performance content, original music, artist stories, blood donation information, interactive animation, and calls to action, the microsite extended the energy and message of the live hip-hop program into an online experience.
The Challenge
The Pacific Northwest needed more blood donors. And Bloodworks needed a new generation to step up.
Through Where the Heart Lives, Bloodworks and The Residency—co-founded by Macklemore—were bringing free hip-hop performances and original music to local high schools and colleges to turn awareness into action. They needed a digital experience with the same energy.
The Strategy
If music was going to move young people to act, the site couldn't just tell them about it.
It had to feel like part of it. It had to carry the energy of the live experience online, using music to draw people in and giving them a reason to stay, learn, and act.
The Solution
We created a microsite that brought Where the Heart Lives online through performance videos, artist profiles, original music, and blood donation facts.
Then we added movement of our own, transforming static campaign graphics into interactive animations that responded as people explored the site, making the experience feel as alive as the program itself.
Taking the message beyond the stage.
- 5,400+ students and teachers reached
- 29 Where the Heart Lives performances
- 24 artists from The Residency featured
The initiative brought its message to students and teachers across Western Washington and Oregon, while the microsite gave Where the Heart Lives a digital home to extend the experience beyond the live events.
“GreenRubino brought the concept for our Where the Heart Lives website to life. With joy and vision, they were able to create a user-friendly tool filled with information presented with modern creativity and skill. We are thrilled with the results and had a great time working with such an enthusiastic and innovative team.”
Giselle Lehmann
Bloodworks Northwest
Meaningful growth starts with understanding what is holding an audience back.
GreenRubino combines audience insight, strategic thinking, and creative problem solving to help brands navigate change and turn it into business advantage.
