Across Canada

What do Darth Vader, Morgan Freeman, and Camilla, Duchess of Cornwall, have in common? The Blood Photo Bomb. In celebration of National Blood Donor Week, Canadian Blood Services launched a social media campaign, combining the use of the Blood Signal and the photo bomb. And everyone was fair game.

National Blood Donor Week, which was officially recognized by the federal government in 2008 with the passing of the National Blood Donor Week Act, is a week-long affair to celebrate blood donors across Canada.

This year, Canadian Blood Services introduced a social media campaign called the Blood Photo Bomb to raise awareness of the Blood Signal  (a visual and auditory symbol designed to connect Canadians socially and emotionally to the idea of giving blood) and the need for donors. In order to make the Blood Signal a household name, we encouraged Canadians across the country to grab their cameras and start photo bombing.

Photo bombing can be as simple as jumping into the frame as the picture is being taken, or it may even involve an elaborate setup with costumes and props. We distributed the image of the Blood Signal and the rest was up to Canadians.

And they delivered! We received hundreds of submissions, with creative and sometimes outrageous photo bombs. Across the country we saw great participation and a passion to spread the word about blood donation. Double lung transplant recipient Hélène Campbell joined the campaign and tweeted a Blood Photo Bomb, reminding her young followers to give blood.

“Our goal was to spread awareness of National Blood Donor Week in a new, fun and interactive way,” says Tony Steed, Director of Marketing and Recruitment. “We wanted Canadians to join in and take part in educating their friends and families about the great need for donors.”

With 46 per cent of first time donors between the ages of 17-24, it’s critical to remind youth of the potential impact of their donations. The social media campaign empowered people – especially younger generations – to become part of the movement, raising awareness one photo at a time.

To see more Blood Photo Bombs, visit