How a Snoopy T-shirt Resulted in a Blood Donation Appointment Boom for the American Red Cross

People Are Rushing to Donate Blood So They Can Get a Snoopy T-shirt and Sticker

It'd be great if people wanted to donate blood to the Red Cross out of nothing but altruistic spirit and the desire to help their fellow human. But, doing it to get a T-shirt with Snoopy as his "Joe Cool" alter ego is as good a reason as any. The outcome is still the same!

It's cool to help others. 🕶

Make an appointment to come give blood or platelets April 1-23 and you could rock this Red Cross + PEANUTS® (@Snoopy) exclusive T-shirt, while they last. Learn more: https://t.co/zQ39pOW26I pic.twitter.com/392GAOlYD4

— American Red Cross (@RedCross) April 6, 2023

The Red Cross has made some pretty cool merchandise as blood donation incentives over the years. Last year they teamed up with "Shark Week" for T-shirts with sharks circling in a giant blood drop with the simple message "give blood."

This year's design is a little less, well, scary. It's Snoopy in his very stylish shades and sweater leaning up against the Red Cross logo, with "Be cool. Give blood."

There's also a subtle American Red Cross logo imprint on the sleeve.

The "Shark Week" promo is clever as all get out, but this year's design is a little more timeless.

It clearly had the effect the Red Cross intended, as people are posting their trips to donate blood on social media platforms like TikTok in the hopes of getting the T-shirt and matching print products.

https://twitter.com/allhailhanyu/status/1646061576263180288

"They're finally realizing we will do anything for merch," one TikTok user commented, according to NBC News.

"I literally skipped class to go donate blood to get my shirt," another wrote.

Darren Irby, executive director of national brand partnerships at the Red Cross said that web traffic to the organization's appointment page went up 50% versus its six-month running averages.

"What's really cool and speaks to the social aspect of this is that organic search is up 600% over the last couple days," he told NBC.

https://twitter.com/claireally_/status/1644004427303362562

Irby says that while the Red Cross has used other cultural references like "Game of Thrones" and "Wonder Woman" for its merchandise, the multi-generational appeal of "Peanuts," and perhaps its simplicity and ubiquity, makes for stronger demand.

Add to that the snowball effect of social media, and you have a win-win for all parties involved. The blood donors get their T-shirt, and the Red Cross gets vital blood donations.

The design is simple, but look at the impact it's created. It's a lesson for distributors and apparel decorators that the biggest, busiest designs aren't always the ones that resonate. Sometimes it's the understated ones.

The cool ones.