If we use already use hashtags to highlight or group different subjects in our social networks, why don’t we use the same resource to save lives? With that in mind, the only thing we asked people to do was to donate us a hashtag once in their life: #yourbloodtypePeru. This way they would become part of our database of volunteer blood donors.

We created a simple and integrated campaign under the name of HASHTAGS FOR LIFES. The only thing this campaign asked people was to donate a simple hasthag with their blood type through Facebook, Instagram or Twitter.

+22.983 new voluntary blood donors

Data increase 1800%

Using something that had zero cost and was already part of the things that people already do (hashtagging) was at the core of our strategy. Additionally, a digital platform was designed exclusively for the Red Cross, which worked as a database that helped them classifying the hashtags by blood type and giving them the option of sending a direct message to any of the volunteers.

Peru has a population of over 30 million people, but the Red Cross’s database of registered voluntary blood donors is of just1250. Faced with this scenario, a campaign to increase the database of this institution was necessary; without having to spend millions and making it effortless for people.