Our idea was to show people the value of every drop of blood. The word “Nokta” means drop and dot in Arabic, depending on the context. And adding a dot to a word can change its entire meaning. So we launched “Kol Nokta Btefrek”, which means every dot and every drop counts. A print and poster campaign using large and distinct Arabic Kufic Typography with carefully chosen words reflecting the pained state of needing blood and showed how with one single dot or drop the meaning of the word would change to one that reflected positivity and hope.

Because every dot, and every drop counts.

In the way we designed our messages, we used visually distinct Square

Arabic Kufic Typography and Swiss design principles to generate a

greater and bolder call to action impact and recall value. The sharp

edges and black Square Arabic Kufic typography ensure that the dot with its circle shape and red colour stand out in every poster, and that people can comprehend the words before and after with equal ease. This is also further enhanced with the placement of the red dot itself, which is dropping in context to the word. Because every dot, and every drop counts.

Within a week of the campaign launch, over 56,000 people visited the Law Andak Dam website and social pages, resulting in a 500% increase in blood donor registrations.