We decided to target the PR departments of businesses using an innovative mug. The heat sensitive red glaze disappears when hot water is poured into the mug, revealing the message "We're running out of blood. Please donate". Accompanying the mug is a message that the Mobile Blood Donation Unit would like to visit the company and a number to call to set up a time and date. What's more, because the mug is re-usable, the message will continue to encourage the user to donate blood, even after the South African National Blood Service has visited.

The response to the direct mail campaign was tremendous. As a direct result of the campaign, blood donations from the corporate sector increased by a dramatic 26% over the period from November to January. The total number of blood units procured was in excess of 3000. This translated into hundereds of lives being saved thanks to blood transfusions.