The main challenge was to make people actually donate blood, and not just sympathize with the cause. So the image of the ad couldn’t be pretty, but something that would really stand out making people understand that when they donate blood, they are actually saving lives of other people just like them.

The campaign despite its low cost, achieved its goal of increasing the blood stock in 10%. The results until the date it was measured, indicated an increase of 12% in our blood stock.