TORONTO: Canadian Blood Services has partnered with Northern Lights Direct Response Television to create its new donor direct response television (DRTV) campaign and manage the Canadian media buy.

The DRTV campaign is intended to boost the number of new donors, and will consist of two-minute, 60-second and 30-second commercials.

"Over the last couple of years, we have been concentrating our efforts upon our existing donor base. We are now turning our attention to recruiting new lifetime donors," says Jeff Moat, Canadian Blood Services' National Director of Marketing. "With their knowledge of DRTV, professionalism and track record of success, we are confident that Northern Lights can help us in our new donor acquisition program."

Canadian Blood Services research shows that they are not top-of-mind for Canadians. Having a DRTV campaign allows Canadian Blood Services to communicate how Canadians can become involved in the cause of blood donation and measure the results of their efforts.

For Ian French, President and Executive Creative Director of Northern Lights, it is an honour to work on such a relevant cause. "The mandate of Canadian Blood Services strikes a chord in all of us - everyone knows someone who needs, or will need, blood. For this reason, we have taken on this project with great determination and passion," says French.

The campaign is set to rollout in February 2006.

Northern Lights Direct Response Television is a leading brand-based DRTV agency in North America . Clients include Princess Margaret Hospital Foundation , ING DIRECT, Columbia House, Bell, Manulife Financial, TD Bank Financial Group, Sports Illustrated, DIRECTV, Scholastic Inc. and Yves Rocher.

Canadian Blood Services is a national, not-for-profit charitable organization that manages the blood supply in all provinces and territories outside of Quebec and oversees the country's Unrelated Bone Marrow Donor Registry. Canadian Blood Services operates 41 permanent collection sites and more than 19,000 donor clinics annually. The Provincial and Territorial Ministers of Health provide operational funding to Canadian Blood Services. The federal government, through Health Canada , is responsible for regulating the blood system. For more information, please visit our Web site at www.bloodservices.ca.

For further information: Mr. Ian French, President and Executive Creative Director, Northern Lights Direct Response Television, 416.593.6104, ext. 223. Email: ian@nldrtv.com. Website: www.nldrtv.com.