We used the best possible media to encourage blood donation: Those who’ve donated
The aid is one of the few ways you can show that you donated blood. However, a common bandage on his arm can mean just a routine checkup. That's why we decided to turn the Pro Sangue Foundation's band-aid into an icon that will last forever changing only its color. In addition to making it clear that the person donated, the red bandage becomes a symbol of pride, a way of recognizing who does something good for those who need it.
On the World Blood Donor Day we spread the Red Aid around every corner: all main statues on São Paulo streets had red aids stuck on them.
The soccer players of Corinthians, Santos and São Paulo entered the field with it in their arms in games nationally broadcasted.
Celebrities and ordinary people published selfies with it on their social networks, using the hashtag #IGiveMyBlood.
THE RED AID BECAME IN AN EXHIBITION OF ART HELD IN SÃO PAULO
Agency: BETC São Paulo
Client: Fundação Pro Sangue
Executive Creative Director: Rodolfo Barreto
Creative Directors: Daniel Schiavon
Creative Team: Francisco Zuccato, Thiago Melchior
Account Manager: Natália Rocha
Project Manager: Gabriela Muller
Production: Mariane Goebel, Anna Ferraz
Film Production: Sentimental