Romania ranks second to last in Europe for donating blood. Only 0.2% of young people are active donors. Romanians die every day due to lack of blood.

To solve this problem we had to change the mentality of young people and show that donating blood can be part of their everyday life.

Instead of trying to guilt or shock people in order to donate blood, like most donation campaigns, we decided to offer the young people an attractive incentive instead.

UNTOLD, the biggest music festival organized in Transylvania, the land of Dracula, was the perfect opportunity to reach the festival-loving youth in Romania and to convert them into regular blood donors.

Untold, joined forces with Romania’s National Institute for Blood Transfusions to launch Pay with Blood, a campaign offering attractive incentives: a free one-day pass for donations in mobile centers in Bucharest and Cluj-Napoca, or a 30% ticket discount for any donation in one of the 42 donation centers in Romania.

And because it was located in Transylvania, Dracula endorsed our campaign.

Pay with blood was communicated in all the ticket selling points and donation centers. Posters were shared on social media, while some international artists form the festival line-up promoted our cause.

Our message got the attention of national and international press, which took out message further.