Cannes Lions

The Virtual Blood Donation

23RED, London / NHS / 2017

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Overview

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Overview

Description

The Virtual Donation outdoor campaign demonstrated the life-saving power of blood donations through the experience of an augmented reality donation.

An augmented reality app synched to outdoor screens which featured an empty blood bag and ill patient. Using visual recognition, a sticker applied to the participants arm triggered a plaster, needle and tube overlay. The participant watched as the 'blood' flowed down the tube from their arm and up onto the screen. As the bag filled up the patient got better.

The three patients featured are real people from different ethnic backgrounds, whose lives have all been transformed by blood donations.

The participants name appeared on the screen, thanking them for their virtual blood donation and encouraged them to sign up to donate for real.

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