KTTA – "It's In Your Blood" Campaign

Overview

The Kenya Tissue and Transplant Authority (KTTA) sought to raise awareness and drive registrations among the Kenyan population for voluntary blood donors. The "It's In Your Blood" campaign was designed as a powerful call-to-action that framed blood donation as not just a civic duty, but as something deeply personal and innate to every Kenyan.

Campaign Approach

• Geo-targeted Kenyan audiences with a focus on major urban centers and youth (18–35) demographic segments
• Visually emotive, short-form videos and static creatives that emphasized unity, urgency, and the life-saving impact of donation
• Meta Ads (Facebook & Instagram) designed to drive awareness and clicks to the donor registration portal
• Programmatic Display that scaled reach and visibility at a cost-efficient CPM

Channels Used

The Kenya Tissue and Transplant Authority (KTTA) campaign mobilized Kenyans to register as voluntary blood donors through a digital-first campaign across Meta and programmatic platforms.

By combining emotionally resonant messaging with efficient digital delivery, .KTTA's "It's In Your Blood" campaign proved that awareness and action can be driven at scale through smart media strategy and targeted engagement.

Performance Results

• Meta Campaign (3 weeks): 2,662,690 impressions with 0.17% CTR and 4,858 clicks
• Programmatic Campaign: 9,377,956 impressions with average CPM of $0.343
• Total campaign impressions: Over 12 million in under a month

Results

Impact: The "It's In Your Blood" campaign successfully delivered over 12 million impressions in under a month, creating substantial visibility for the blood donor registration initiative. With thousands of direct engagements and a cost-efficient reach, the campaign strengthened .KTTA's position as a proactive national health body and advanced the mission of building a robust national blood database.

Campaign Concept: The theme "It's In Your Blood" served as a powerful call-to-action that framed blood donation as not just a civic duty, but as something deeply personal and innate to every Kenyan. The message inspired pride, urgency, and participation in the national donor registry.