In the context of the rise in importance of social responsibility and the apparent downfall of the credibility of advertisers, this study explores the relationship between the two, looking for a solution that could lead to saving lives. More specifically, the present research investigates the influence of public social advertising on the motivation of individuals to donate blood. It also discusses the effects and persuasive power of several communication approaches, employed by advertisers. The study is based on original qualitative empirical research, involving content analysis of several...