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Delvinia Interactive pumps some local excitement into
Canadian Blood Services’ Operation Lifeblood campaign

TORONTO, October 4, 2006 - Delvinia Interactive Inc., a Toronto-based interactive agency that specializes in developing and defining the digital customer experience, helped launch the second phase of the Operation Lifeblood campaign for Canadian Blood Services. Now expanded to Alberta, the campaign continues to focus on converting interested donors into actual donors by highlighting the impact donating blood to Canadians.

“Canadian Blood Services is continually looking for ways to engage donors and increase its donor base,” said Steve Mast, vice-president and managing director, Delvinia Interactive. “Through Operation Lifeblood we have been able to help overcome common barriers to increase the number of potential donors actually making donations.”

Delvinia was first engaged by Canadian Blood Services’ Operation Lifeblood campaign for a pilot project in the city of London in fall 2005. The pilot project was a grassroots e-newsletter and e-mail campaign based on meaningful local events and personalities. Delvinia conducted research to shape program strategy, make adjustments and to measure results throughout the program. Participation by London residents in the first phase were 50 per cent higher than expected.

Operation Lifeblood is the first campaign to use an online registry for prospective donors. Delvinia Interactive engaged Thin Data to create lifeblood.ca, a site that provides potential donors with an online forum to access information, register to donate and receive e-mail updates. In addition to the online donor registration forum, the Lifeblood campaign includes online ads, direct-response TV and public relations directing consumers to lifeblood.ca.

About Delvinia Interactive
Delvinia interactive is a leader in the creation and implementation of interactive marketing strategies that deliver a true Digital Customer Experience. Founded in 1998 and based in Toronto, Delvinia integrates insight at every step of the digital and interactive process, from experience design and use of research to production, execution and measurement of results. Delvinia has received awards for its work from Sympatico/MSN, CMA, CANARIE and MarketingSherpa.

For further information, please contact:
Megan Hooper
Edelman
416-979-1120 ext. 297
megan.hooper@edelman.com

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