MAGEN DAVID ADOM, the main rescue organization in Israel,operates the Blood Bank. Blood reserves were nearing a critical point.The mission was get blood donors. Fast.The word ‘bank’ is usually associated with ‘reserve’ or ‘saving plans’. People fail to realize the urgency in which the blood is needed and used.Nor how many times it happens, in one day only.

The client realized he actually owns the perfect media, and is goingto apply it to as many ambulances as possible, nationwide.

A 100% authenticity in maximum possible exposure, and all that for lessthan $50 (one vehicle).

An astonishing statistic we discovered is that in Israel, a blood transfusion is given every 70 seconds. We chose to communicate exactly that.Road accidents are the most associated with immediate rescue and life saving situations. When giving way to an ambulance, you can’t help thinking about it.

The Ambulance itself is the perfect message carrier – screaming for attention with lights & sirens, a live, noisy, constantly moving billboard, that cannot be ignored. “In” it - we show saving a life in progress, right here, “live". An in-the-face demonstration and reminder to what’s actually done in an ambulance, and what makes it possible (your blood).