National Institute for Blood & Untold – Pay With Blood

National Institute for Blood & Untold – Pay With Blood Information Campaign: Pay With BloodBrand: National Institute for Blood & UntoldClient: National Institute for Blood (Centrul de Transfuzie Sanguină)Submitted by: McCann Worldgroup RomâniaMedia 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 saved129m media impressions worldwide3 million EUR earned mediamassive increase of new online fans of National Blood Institute & Untold TV Spot TV Online Online PR Endorsment Poster Facebook Post Outdoor Bus Branding Poster Shop Sticker Other Advertising Communication Tourniquets back to winners