No more than 17 people out of 1000 donate blood, leaving Romania at the bottom of blood donation ranking in Europe. To change this sad statistic, TV station Antena 1 set to turn passive tele viewers into active blood donors. So, it used Observator, its #1 news program, as an activation tool for one week during prime time. By removing the red component from the screen's RGB colours, Antena 1 showed to a whole nation how life without blood looks like. Within one week, the number of blood donors nationwide increased by 80% and the Romanian Government signed a historic 300% budget increase for facilitating blood donations.