Every year 500 kids with Thalassemia are born in Azerbaijan, more than in any other country in the world. People with this disorder need blood transfusions regularly: at least 30 liters a month for each person. Unfortunately there are never enough donors: the average is 66000 versus 160000 that would be needed every year. In addition to this, the general awareness and interest about this subject is very low in the country. NAR mobile, a company traditionally keen to help with social issues, asked us to find a brand related way to prompt blood donations. The budget for the campaign, including product development and media, was 100.000 dollars.

To create awareness and prompt blood donation, we invented and patented an innovative cable which allows to donate battery charge from one phone to another. It’s very easy: just connect and donate, no additional software needed. The message is simple: ‘Donate energy to save a phone, donate blood to save a life. The bracelet –promoted through a fully integrated campaign- was given as a gift to anyone who purchased an android phone in a NAR store across the country. The strength of the creative solution is in the fact that it shows how simple it is to help someone in need through a very relevant device for the brand. It does so through an innovative technology which has been created and patented solely for this project. Using the analogy between blood and phone energy –both traditionally scarce- the campaign engaged millions of people and created an unexpected buzz around Thalassemia, a disorder which represents one of the biggest threats to Azerbaijani people.

All main news sites of Azerbaijan and even of other countries talked about our project. We gained free media space on the main Azerbaijani TV channels and celebrities spontaneously became our project’s ambassadors. Campaign covered 10% of the country! We developed special application for cable users to let them search for charge online and the application got more that 200% of the cable audience. In one week only, the project’s Facebook page became 10 times more popular than any other Thalassemic Organization in the world. The client was so satisfied about the results that the campaign has been extended for another month and a new order of cables has been made. And what is more important, we improved the regular donation flow by 335%.