Euro RSCG/N.Y. takes a novel approach to attracting blood donors in a new pair of PSAs for the Ad Council, the American Red Cross, the American Association of Blood Banks and America's Blood Centers. In both spots, directed by Playroom's David Jaffe, we see socially conscious people as they take small actions toward saving the world. Such efforts quickly spiral out of control, however, until they seem overwhelming and quixotic. That's when the copy tells us that "Saving the world isn't easy. Saving a life is."