Across Canada, more people than ever are depending on life-saving donations — and Canadian Blood Services is calling on communities to help. The organization recently announce a new recruitment initiative aimed at attracting one million new donors over the next five years — its most ambitious goal to date.

According to Canadian Blood Services, demand for blood in Canada is expected to grow by nearly 10 per cent over the next five years, while the demand for immunoglobulins, a type of infection-fighting protein made by plasma cells, could grow by 50 per cent or more.

To help motivate donors, Canadian Blood Services unveiled a new brand platform asking, 'Who's Saving Who?' The platform and accompanying launch video highlight the impact on donors, including a sense of achievement, purpose, and connection.

According to the Government of Alberta, blood donation takes about an hour in total, including answering some questions and completing a short exam. The actual drawing of blood only lasts for 10 minutes, but produces around a pint of blood.

Anyone interested in donating can head to one of several locations in Calgary, all listed on the Canadian Blood Services site.