Serviceplan Belgium and Croix-Rouge de Belgique celebrate everyday superheroes for blood donor month

For Blood Donor Month this June, Serviceplan joined forces with the Croix Rouge de Belgique to launch a bold and emotional campaign that transforms real-life donors into superheroes of everyday life.

Rather than relying on the overused imagery of fictional superheroes, Serviceplan Belgium embraced authenticity, celebrating ordinary citizens - Romane, Catherine, Emmanuel, and Luc - who become Wonder Romane, CathWoman, Supermanu, and the Incredible Luc. Each one proudly wears their own custom superhero logo, paired with the empowering message: "She/He donates blood, she/he saves lives." 
 

At the heart of the idea is a playful and creative twist: transforming first names into superhero identities and real people into symbolic lifesavers.

 
Because in just 30 minutes, a single blood donation can save up to three lives. That’s a real superpower and the ultimate act of generosity.

The integrated campaign was deployed across a wide range of media and platforms to maximize reach and emotional resonance. It includes eye-catching point-of-sale (POS) materials, a dedicated microsite offering an engaging digital experience, impactful social media activations, targeted email campaigns, and internal communications to mobilize and inform. Each element was conceived to spotlight the true heroes among us and inspire others to follow their example. 

Client: Croix-Rouge de Belgique 
Client Team: Thomas Paulus, Marie-Ange Moureaux 
Agency: Serviceplan Belgium 
Account Team: Benoît Leveque, Galia Burech 
Creative Director: Philippe Fass 
Creatives (Copy/AD): Manuel Sarraf, Roméo Vallario 
Design: Justine Depape, Michiel Jehoul, Denis Roumegoux  
Motion Design: Bert Landeloos 
Social Media & Digital: Serviceplan Belgium 
Media Agency: OMG