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%. Aspeople 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. Weremoved the red from Vitória’s centenary jersey, leaving it monochrome. Onlywith the direct participation of the fans, through blood donations, would thecolour 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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