2. Objectives + Raise awareness + Motivate young people (16-35 years) + Generate new blood donators + Differentiate from competitors (Plasma Centres) + Educate about blood donation (according to ORK principles)

3. Mystery Campaign

4. Mystery Campaign Closure

5. Smartphone App + Super Hero Game + Push-Notifications + Virtual blood donation ID + Fact-List + Questionnaire

6. Superhero Mobile

7. Sustainable Advertising Character + Testimonial in schools (Super Hero Week) + Cooperations with companies (public commitment) + Development of a TV commercial (cost effective)

8. Operational area and period of Advertising + Austrian wide + 1 year campaign starting spring 2013 Budget + € 50.000,- + Mystery campaign (Media cooperations – no advertising costs)

9. To Do´s for Löwenherz Development of: + Red Cross Super Hero + Mystery campaign – concept, stories, ads, etc. + Smartphone app – game, functions, design, etc. + Super Hero Mobile branding + advertising material + School advertising + Company advertising + TV commercial