Despite so many blood donation campaigns we see airing, it’s a fact: people are only motivated to donate blood when someone they like is in need. There are no restrictions to advertise this matter.

June and July are the months with the biggest lack of blood in the blood banks. For Hemoba to meet the demand of the population, it was necessary to increase the number in 25%. We took off the red of the centenary Vitória uniform. Only with the direct participation of the fans, through blood donations, the color of the jersey would go back to normal. Stripe by stripe as blood was being donated. The campaign became a hit, raising blood donations in 46%. It also became a subject of National interest.

For Hemoba to meet the demand of the population, it was necessary to increase the number in 25%. The target audience wasn’t a specific group, but all the population from the state of Bahia. Vitoria supporters and rivals, too.

It started with a press conference minutes before the first match of the campaign. Then the team entered the field with uniforms without the red stripes. Simultaneously, we delivered a press kit to sports journalists and influencing fans. Besides the new jerseys, fans at the stadium were impacted in two other ways: they received a flyer and watched a testimonial by actor Wagner Moura, who did 'Capitão Nascimento' in the 'Elite Squad' films and is a fanatic supporter. Right after the match, we launched a TV spot, Facebook page and print ads. Those pieces were aired during the 10 matches of the campaign.

Increase of 46% in blood donations. With an investment of US$ 15,000.00, US$ 8,000,000.00 was generated in spontaneous media. Approximately 130 million people impacted: more than 1 billion page views on the web and 935 minutes of TV exposure, including matches, after match shows and articles. There was a huge national and international repercussion. Videogame players developed the new uniforms for the Pro Evolution Soccer 2012. The jersey became the third official uniform of the club and even got a pirate version, which could be found with street vendors. The club immortalized the campaign in its memorial and is producing a documentary.

It’s a fact: people are only motivated to donate blood when someone they like is in need. Thus, we decided to make an invitation for people to donate blood for their greatest passion: their football club. We took off the red of the centenary Vitória uniform. Only with the direct participation of the fans, through blood donations, the color of the jersey would go back to normal. Stripe by stripe as blood was being donated.

June and July are the months with the biggest lack of blood in the blood banks. It’s a fact: people are only motivated to donate blood when someone they like is in need. Thus, we decided to make an invitation for people to donate blood for their greatest passion: their football club.