Cannes Lions

BLOOD DONATION

Y&R, Sao Paulo / SANTA CASA DA MISERICORDIA / 2011

Awards:

3 Bronze Cannes Lions
1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

To increase the number of blood donors in Brasil, Santa Casa decided to start the 5porcento movement (percentage of population recommended by WHO). We needed to reach millions of people, working with a very low budget. So we decided to ask for donations, but a different kind of donation: ads space donations.

Execution

Some of the biggest advertisers in Brasil donate 5% of their ads and TV commercials to Santa Casa. And we advertised on those spaces. We also designed a website where it was possible to schedule a donation, to download the ads, to support the cause using avatars on social networks and to use an URL shortener to spread our message.

Outcome

The campaign will be closed on July, 14th, the Blood Donor International Day. But so far, the numbers are: 20,052 website hits and over 60 thousand hits using our URL shortener. News on websites, newspapers, magazines, and even on a very popular TV show, meaning thousand of dollars in spontaneous media. And the most important: the numbers of blood donations in the country are being increased already.

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