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My Blood is Red and Black

Award: Yellow Pencil

Yellow Pencil / Integrated & Earned Media / Earned Media Campaigns / 2013

For Hemoba blood bank to meet the demand of the population during holiday season, it was necessary to increase its supply of donated blood by 25%. As people are only motivated to donate blood when someone they like is in need, we invited them to donate blood for their greatest passion: their football club. We removed the red from Vitória’s centenary jersey, leaving it monochrome. Only with the direct participation of the fans, through blood donations, would the colour return, stripe by stripe as blood was being donated. Flyers were distributed at the football stadium and an endorsement by actor Wagner Moura was screened. This was followed by the launch of a TV spot, facebook page and print ads. There was an increase of 46% in blood donations. Approximately 130 million people were impacted, with more than one billion page views on the web and 935 minutes of TV exposure.

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