Cannes Lions
Y&R BRAZIL, Sao Paulo / SANTA CASA DA MISERICORDIA / 2017
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Description
Celebrities wearing the same look is a topic that draws much attention from the media and people. We decided to use this visibility for a good cause.
We invited seven major celebrities to wear the same red dress, exclusively designed for this initiative in the same week.
After a week of buzz and speculation, these celebrities revealed on their social networks what nobody else had known: it was not a coincidence.
They took advantage of the moment to draw attention to something few people are aware of. The seven ladies wore the same dress to show that the same blood donation can help save approximately 7 lives.
We took advantage of the spontaneous buzz and visibility not only to attract blood donors but also to alert people to the fact that a single blood donation can help several people.
Execution
We selected 7 celebrities with high numbers of followers on social networks and high level of engagement. For example, TV hostess Sabrina Sato and actress Fernanda Souza have more than 10 million followers each.
For 7 days, the same dress was sent to different cities (São Paulo, Rio and L.A.) so that each of these celebrities could wear it in different occasions: parties, dinner, events and even during a TV show. This drew attention from the public, paparazzi and news sites. These same celebrities posted photos of the look on their Instagram profiles, making people even more curious about the “coincidence”.
After a week of posts, news and much buzz, the seven ladies revealed on their profiles that everything was actually an initiative to promote the idea that, just as a single dress can be worn by seven women, a single blood donation can help up to 7 people.
Outcome
The result was exactly what we expected: spontaneously, sites and people wouldn't stop commenting. In the thousands of comments and repercussions, 75% came from people saying they were going to donate. 20% said they were curious and wanted to get more information on the subject. More than 60% said they didn’t know that one donation can save many lives. We had a high interaction rate, above 70%. The impactful way was extremely high.
Sites, TV shows and instagrams replicated the action, revealing what everyone thought was a coincidence. More than USD2,300,000 in spontaneous media. More than 20 million people were impacted by all these vehicles. We managed to put the spotlight onto the lack of donors, and blood giving was one of the most talked about topics in the country. Most importantly: the number of donors that sought out Santa Casa interested in the matter jumped 34% in the month.
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