National Institute for Blood & Untold - Pay With Blood

Information

Campaign: Pay With Blood
Brand: National Institute for Blood & Untold
Client: National Institute for Blood (Centrul de Transfuzie Sanguină)
Submitted by: McCann Worldgroup România
Media Agency: UM România

Background/Objectives

Strategy

Results

Background/objectives: National Blood Institute needed to reverse the trend of low blood stock during summer.

Strategy: We started a bold movement partnering National Blood Institute with the largest young people event: Untold Festival, the largest summer event in Transylvania. We invited young people to donate blood in exchange of tickets to festival, under the Dracula’s call: Pay with Blood! All donors were awarded tourniquets of the partnership.

Results: 3192 lives saved
129m media impressions worldwide
3 million EUR earned media
massive increase of new online fans of National Blood Institute & Untold