Observator - The RGB News


Campaign: The RGB News
Client: Observator / Antena 1, Antena 3 / Intact Media Group
Brand: Observator
Entrant Agency: Geometry Global România


Background/objectives: No more than 17 people out of 1000 donate blood, leaving Romania at the bottom of blood donation ranking in Europe.

Strategy: We turned the color red into the lead actor of the campaign. Or, better said, the lack of red. By simply removing the trace of red from the live news, Antena 1 showed how life without red looks like.

Results: In just one week the number of donors increased by 80% and the government signed a historic increase of 300% for the 2015 blood donations budget.


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