Grifols’ produces life-saving plasma therapies to improve the health and well-being of patients. They came to Capstrat for help in reaching new target audiences while maintaining existing customers across multiple demographic and socio-economic profiles. Through research, we discovered that each donor had a specific, personal reason for giving plasma. That led to the “My One Reason” campaign. The campaign, which included television, print, online out-of-home and radio advertising, was launched in 80 geographic markets. Grifols realized an increase in donations over the previous year. In some locations, TV ads were pulled because the centers could not handle the volume of new donors coming in.