Strategy:Giving blood to "save a life" is a very emotional decision – we wanted to convert this "good intention" into real blood before the feeling wore off, by making it as easy as possible to give blood immediately.Creative: A ‘live’ mobile blood donation unit connected to a billboard with the message “Save Lives Here", via a giant rubber tube resembling a blood drip.

The biggest blood donation event in the blood bank's history gave a massive boost in “first-time” donations. Due to its success the National Blood Bank asked us to run the campaign on a regular basis.