THE PROBLEMIn China, blood donation is still very low due to the fact that that many people are still selling their blood for money. It has come to the point where donating blood seems a foolish thing to do. These people are mostly blue collar workers and the poor. To persuade them to donate their blood rather than selling it will be a long and difficult task. The government is organising a national drive to educate people in blood donation.On the other hand, blood donation campaigns are being targeted at the better educated Chinese as well as expatriates. But this target group has an aversion to conventional media such as press, posters, radio and TV.There’s a need to find a more effective advertising method.THE SOLUTIONThe “Empty” e-mailThis simple initiative helps us to focus on the target group and talk to them in their language – interactive. This is a better way for them to understand the message. “Empty” is emailed directly to the target group who in turn are encouraged to forward it to as many of their friends as possible.