As part of a challenge from Abbott to our Honors Business Writing course, our team was tasked with developing a campaign to increase blood donation among Gen Z college students. Recognizing the overlap between wellness culture and Gen Z values, we proposed a partnership between Abbott and university gym facilities—specifically targeting Indiana University’s SRSC. Our campaign positioned blood donation as both a personal health contribution and a community-driven act, featuring gym-based donation events, digital wellness tie-ins, and incentives designed to meet students where they are. We concluded the project by presenting our full campaign proposal to Abbott employees, who evaluated the strategies and selected winning teams based on innovation, feasibility, and audience alignment.