TIME IS MONEY
For many Latinos, being generous is expected. Getting paid for it? That’s where the judgment starts.
BioLife set out to rewrite that narrative, not by avoiding the stigma around paid plasma donation, but by reframing it entirely.
We launched a bold, bilingual campaign that shifted the conversation away from selling plasma to honoring the time it takes to save lives. It was about valuing a person’s time, sacrifice, and intent. By rooting the message in cultural truth, the importance of family, community, and purpose, we dismantled stigma and replaced it with something deeper: dignity. Because saving lives takes time. And your time is money.
Role: ECD
Time is Money :30
Case Study Video
