Who’s Saving Who? launches across the country

Hand holding a sticker of Who's Saving Who?

On May 8, 2025, Canadian Blood Services announced its most ambitious recruitment goal ever: one million new donors over the next five years.

To help us get there, we’ve launched a new brand platform, called Who’s Saving Who? designed to highlight the emotional connection and meaningful experience donors gain when they give—a deeper sense of purpose that inspires people across Canada to step off the sidelines and take action.

To mark the occasion, we held a special launch event in Toronto, Ont. and Partners for Life members played a lifesaving role in the day’s activities.

The event welcomed donors to experience what you get when you give in real-time, through a special blood donation event at Stackt Market in downtown Toronto. It also engaged lifelong donors, recipients and families to showcase how donating doesn’t just save lives, it connects them.

At the heart of the event there was a pop-up donation event where new and returning donors from Partners for Life teams in the Toronto area gave. Overall, 42 per cent of the people who gave that day were new donors.

Person donating in the chair holding up a heart shaped sign with 3 other people standing behind — *Hockey Gives Blood player ambassadors, Kevin He and Joey Costanzo, attend the Who’s Saving Who donation event alongside Canadian Blood Services’ Ashley Gilbert and Ron Vezina.*

The event also welcomed donors and recipients to share their stories with event attendees, transforming the act of donating into a meaningful, shared journey. At the Common Ground Café, — featuring a cozy café setup with tables for two — donors sat down with real people to hear their powerful, personal stories about how donors, and/or being a donor, changed their lives.

People looking at a large poster with the words Hear how saving lives can change yours too — *Supporters in attendance were invited to select a patient story they connected with, then find the matching table number to spark a conversation with that person in real-time.*

People sitting down at the Who's Saving Who' launch party — *Recipients and donors engage with supporters and first-time donors to share how the act of donating changed their lives.*

A huge thank you to all the Partners for Life donors who came out and made this event a success, and who will continue to support Canada’s Lifeline and our goal to attract one million new donors in the next five years.

Learn more at WhosSavingWho.ca.