It’s a fact: people are only motivated to donate blood when someone they like is in need. We needed to get people to find a little bit of their time, leave home or work and go to the donation centers. We needed to create movement in the state in order to get a huge amount of blood due to Hemobá’s urgency.

Blood banks have their greatest shortage of blood in the months of June and July. This happens because of school vacations (families travel around the country together) and regional traditional festivities. We needed to increase blood donations for Hemoba, the Blood Bank of the State of Bahia. For Hemoba to meet the demand of the population, it was necessary to increase the amount by 25% during this period.

We took off the red of the Vitória’s centenary shirt. Only with the direct participation of the fans, through blood donations, would the color of the jersey go back to normal, stripe by stripe as blood was being donated. We built the whole campaign and its design around the colors and symbols of Vitoria Football Clubs’centenary jersey. It would speak directly to the supporters, turning the subject of donating blood into a team thing. Something you do for your club.

An 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 were 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 response. Videogame players developed the new uniforms for Pro Evolution Soccer 2012. The jersey became the third official uniform of the club and even got a pirate version, which could be found at street vendors. The club immortalized the campaign in its memorial and is producing a documentary.