Abbot
#AsdemamiwTwlid
Overview
Asdemamiw Twlid (The Incredible Generation) was a nationwide campaign designed to transform blood donation culture in Ethiopia by engaging and mobilizing the country’s youth. The initiative aimed to address a critical blood supply challenge while fostering a strong sense of civic duty and collective responsibility. By positioning blood donation as a shared national cause, the campaign fundamentally reshaped public perception and participation, contributing directly to improved public health outcomes.
Company
Abbot
Industry
Service
Advertising, Brand & Design, Event Management, Marketing
Duration
IMPACT
The campaign successfully created a new pipeline of young, first-time donors, altering the landscape of blood donation in Ethiopia. Beyond addressing immediate supply needs, it fostered long-term behavioral change by embedding voluntary blood donation within youth culture and collective civic action, directly supporting improved public health outcomes.
KEY HIGHLIGHTS
Launched with a large-scale, high-visibility blood donation event at Meskel Square
Executed a targeted second phase with donation drives across 30 high schools
Focused on building sustainable, youth-led blood donation clubs
Shifted the national blood donation model from family replacement to voluntary
PROJECT
ACHIEVEMENTS
0
BLOOD DONATIONS
0
PEOPLE ENGAGED
0
HIGH SCHOOLS