Romanians rally to donate blood only when journalists report a tragedy on the news. So if journalists have the power to mobilize people, the Romanian Red Cross decided to turn them into constant ambassadors for blood donation.

We created microphone flags asking for donors and showing the blood types in need. A simple innovation that makes the call for donors visible during any news story, any press conference or any interview, no matter it’s subject. From an often ignored topic, blood donation achieved breaking news presence every day across all main TV stations.

Romanians donate blood only when there’s a tragedy on the news. But blood expires in 21 days, so short term spikes can’t solve the long term blood shortage. This leaves Romania last in the EU in terms of registered blood donors.

In Romania, the lack of blood donors is so severe that surgeries are being postponed. The Red Cross needed to find a way to activate people to donate constantly. We hijacked the very medium that we know triggers donation - the news, by creating microphone flags that ask for donors.

Romania ranks last in the EU for registered blood donors. People donate massively only when there’s a tragedy in the news. Transfusion centers are over capacity one day, then empty for months after. But blood expires in 21 days, so short term spikes can’t solve the long term blood shortage.

The Romanian Red Cross wanted to educate people about the importance of donating blood constantly. Someone needs a blood transfusion every 3 seconds, not just when there’s a tragedy in the news.

We looked for that one thing that’s constantly in the news across all channels every time: the microphone. We turned blood donation into Breaking News by creating microphone flags that ask for donors. So blood donation is in the news not only when tragedy strikes, but every day. The more important the piece of news is, the more stations are present, broadcasting when it happens. This is how our microphone gains visibility across more channels at once.

This way the press didn’t just talk about the cause, they were actively involved in educating people about the importance of donating constantly. We didn’t just use their status as reports, but also as key opinion leaders, as role models that shape the way viewers act.

Journalists and TV stations have to power to shape people’s behavior. When they report a tragedy, they put the need for blood on the public agenda, generating huge queues at transfusion centers.

But out of sight means out of mind. Most of the donated blood is not used for “breaking news” strategies. There are many daily struggles that don’t make headlines but need blood the most: such as surgeries or patients with cancer. When the need for blood is not featured on the news, people stop donating, leaving Romania last in the EU in terms of registered blood donors.

To generate a constant stream of donors, the Romanian Red Cross decided to put blood donation on the news constantly.

We hijacked the news with help of journalists by creating microphone flags that ask for blood donors. Using our simple innovation, every microphone became a call to action to donate blood. This means massive exposure live on TV, in prime time, especially during the news.

Pro TV, leading local station, were first to join using the microphones every day. All the main TV channels soon followed. Stations that are direct competitors came together for the cause, regardless of their profile or agenda. From public, commercial, religious, to sport, to music, they rallied in one of the biggest media mobilizations in recent years.

To complete the story, TV stations also created special public service announcement reminding people to donate blood.

As the cause gained momentum, even radio stations joined, using the branded microphones on their online broadcasts. Romania’s biggest artists also joined in by donating their microphones for the cause.

The campaign started 2 months ago and the plan is to keep it indefinitely.

12 stations joined the cause so far

TV (Pro TV, TVR 1, TVR 2, Digi24, Romania TV, Antena 1, Music Channel, Trinitas)

Radio (Kiss FM, Magic FM, Rock KM, RFI)

The blood donation microphones are visible on the stations the joined the cause, but also on the ones that didn’t, as Breaking News interviews usually feature the same microphones bouquet.

1.626.806 € earned media and still counting

128.588.000 impressions so far aka constant reminders for blood donation

52 minutes daily average air time