PAY WITH BLOOD

McCANN ERICKSON ROMANIA, Bucharest / UNTOLD FESTIVAL & NATIONAL INSTITUTE FOR BLOOD DONATIONS / 2016

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Case Film
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Overview

Credits

Overview

CampaignDescription

Untold, the biggest music festival located in Transylvania, joined forces with Romania’s National Institute for Blood Transfusions to launch Pay with Blood, a campaign offering attractive incentives: a free one-day pass for donations in mobile centers in Bucharest and Cluj-Napoca, or a 30% ticket discount for any donation in one of the 42 donation centers in Romania.

And because it was located in Transylvania, Dracula endorsed our campaign.

Pay with blood was communicated in all the ticket selling points and donation centers. Posters were shared on social media, while some international artists form the festival line-up promoted our cause.

Our message got the attention of national and international press, which took out message further.

Execution

Romania ranks second to last in Europe for donating blood. 0.2% of young people are active donors. Romanians die every day due to lack of blood.

UNTOLD, the biggest music festival organized in Transylvania, the land of Dracula, was the perfect opportunity to show young people that donating blood can be part of their everyday life.

UNTOLD festival joined forces with National Institute for Blood Transfusions to launch Pay with blood: a campaign offering free or discounted tickets for any donation in one of the 42 donation centers in Romania. And because it happened in Transylvania, Dracula endorsed our campaign.

The campaign was communicated in all the ticket selling points, donation centers and on social media.

Pay with blood generated over 1000 pieces of national and international news, producing 1.431.571 euro in earned media and 129.121.728 media impressions.

1596 tickets were Payed with blood, saving 3192 lives.

Outcome

The campaign generated more than 1000 pieces of national and international news, including: BBC, CNBC, Euro News, TIME, the Guardian and many others. In total, it produced 1.431.571 euro in earned media and 129.121.728 media impressions.

Hundreds of people queued to donate blood. As a result, some transfusion centers had to extend schedule. The regional hospital in Cluj-Napoca ran out of space for blood bags.

Relevancy

Romania ranks second to last in Europe for donating blood. Only 0.2% of young people are active donors. Romanians die every day due to lack of blood.

To solve this problem we had to change the mentality of young people and show that donating blood can be part of their everyday life.

Strategy

Instead of trying to guilt or shock people in order to donate blood, like most donation campaigns, we decided to offer the young people an attractive incentive instead.

UNTOLD, the biggest music festival organized in Transylvania, the land of Dracula, was the perfect opportunity to reach the festival-loving youth in Romania and to convert them into regular blood donors.

Synopsis

The facts: Romania ranks second to last in Europe for donating blood. Only 0.2% of young people are active donors. Hospitals are in desperate need of blood.

The insight: When it comes to blood donors, the first time is the hardest. But after seeing how easy the process is, young people are more likely to become regular donors.

The idea: Untold, the biggest music festival located in Transylvania, joined forces with Romania’s National Institute for Blood Transfusions to launch Pay with Blood, a campaign that offers free tickets in exchange for blood donations. And because we’re in Transylvania, Dracula endorsed the campaign.

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