Just 3% of Quebec adults give blood on an annual basis, and the province’s blood supplier Héma-Québec is hoping to boost that number with a new campaign appealing to first-time donors.

Created by Tam-Tam\TBWA, the bilingual campaign features people who have achieved a notable “first” choosing to give blood for the first time. The campaign features Sébastien Toutant, the first Olympic big-air snowboarding champion, and Melissa Haney, the first Inuk pilot to achieve the rank of captain.

In the two 15-second spots, Toutant and Haney are shown giving blood for the first time, accompanied by someone who was a first to them (Toutant’s first business partner, and Haney’s mom, who she identifies as her “first captain”).

Héma-Québec marketing director Catherine Viau said that while regular blood donors make an “incredible contribution” to the organization’s supply, it requires additional support from Quebec residents to maintain an optimal supply of blood.

According to Héma-Québec, someone in the province needs blood every 80 seconds, with more than 1,000 donations required every day to satisfy the needs of hospitals. The latest campaign follows a summer initiative specifically aimed at the province’s Black community.

“We were inspired by the idea of associating ‘a first’ with a first blood donation,” said Tam-Tam\TBWA copywriter Simon Grégoire. “We want new donors to follow the example set by Sébastien and Melissa, so that they can also feel proud to make their first donation.”

The video ads are being supported by digital and out-of-home, with a media buy from Carat.