In India, every two seconds someone needs blood. Meanwhile, only 1℅ of the population donates blood annually. The consequence of this is an inability for Indian blood banks to match their supply with demand.
This year the shortage of blood hit a deficit of 3 million units
Solution & Cultural Context:
Blood Banking addressed India’s Blood Deficit by replacing the altruistic concept of ‘Donation’ with the more self-driven motive of ‘Savings’ thereby making the donor the receiver
Indian Red Cross Society launched the World’s First Savings Account for Blood through the Blood Banking app -an app which enables people to save their own blood, just the way they’d save money in a bank. Using the Blood Banking app one could save, withdraw or transfer blood. Just like they would on Phone Banking apps
During the month of its launch, 152,100+ Blood Banking Accounts were opened.
On 4th August 2016 3,034 people signed up for blood deposits, making a new Guinness World Record.
The bigger difference was the 132,003+ UNITS deposited - A number fast moving towards 1000000. Because when 1 million account holders make 3 blood deposits over a year, India’s blood deficit will reduce to zero.
Most importantly, Blood Banking helped change human behaviour by urging people to form a life-saving habit.
- Pradeep Ravindran
Chief Creative Officer
- Senthil Kumar
- Ashwin Lingan
- Kevin Menezes
Executive Creative Director
- Priya Shivakumar
- Devika Dutt
- Deepika Ravishankar
- Pranay Roy
- J Walter Thompson India
- Indian Red Cross Society