Fact: The World Health Organization recommends that 3 to 5% of a country’s population should donate blood. In Brazil, it sits at just 1.9%. Fundação Pró-Sangue, which in English translates to the “Pro-Blood Foundation,” wanted to change that. Established in 1984, Fundação Pró-Sangue is part of the Health Department of São Paulo in Brazil. And it’s the most recognized blood donation organization in the region—with its blood supply accounting for nearly 50% of all of the blood that’s used in Brazil’s most populated metropolis: São Paulo.
In this recent campaign created by BETC São Paulo, Fundação Pró-Sangue set out to not just increase blood donations, but to create a new culture in the city so that citizens are eager to donate blood and proud to share that they are donors.
Turns out, all it took was a small red small bandage to do the trick. Every time people donate blood, they receive a small red dot that tells people at home, at work, and on the streets that they’re doing their part to save one more life. The recognition encourages others to do the same.
BETC São Paulo put several activations into play:
On June 14, World Blood Donor Day, the city’s famous statues, which are situated in the most crowded areas, had red dots, as if they were donors. Famed soccer players ran out into the fields with these badges to promote the campaign during live TV matches. And several celebrities and influencers shared pictures of themselves on social media, often with the hashtag #IGiveBlood.
— Fundação Pró-Sangue (@pro_sangue) June 20, 2017
The results: The daily supply of blood bags more than doubled. The campaign success has prompted the preparations for the next stage of the campaign, which will include a 30-second film, an OOH campaign featuring several celebrities, and an activation with Formula One.
Watch the 15-second spot: