The Life-Saving Cable

More people are born with thalassaemia in Azerbaijan than anywhere in the world. They need regular blood transfusions but, unfortunately, there are never enough donors. NAR mobile, the third biggest telecom operator in Azerbaijan, decided to help. Together with Y&R Moscow, they invented and patented an innovative cable which allows battery life to be donated from one phone to another. On the inside of the bracelet is a simple message: 'donate energy to save a phone, donate blood to save a life'. NAR gave bracelets away with newly purchased Android phones, with blood donation vans strategically placed outside its stores so people could donate right after being reminded of the issue. Battery life became analogous to blood, and the fully integrated campaign engaged millions, improving the regular blood donation flow by 335%.