Club SangueBom: #Donateforpriscila [video]

Credits & Description:

Agency: Leo Burnett Tailor Made
Brand: Clube Sangue Bom
Country: Brazil
Advertising Agency: Leo Burnett Tailor Made, São Paulo
Entrant Company: Leo Burnett Tailor Made, São Paulo
Media Agency: Leo Burnett Tailor Made, São Paulo
Pr Agency: Giusti Comunicação Integrada, São Paulo
Production Company: Giusti Comunicação Integrada, São Paulo
Additional Company: Giusti Comunicação Integrada, São Paulo
Client Approval: Cecilia Dutra, Frederico Dutra (Clube Sangue Bom)
Media Team: Fernando Sales, Eder Cortello, Henrique Oliveira (Leo Burnett Tailor Made)
Executive Creative Director: Guilherme Jahara (Leo Burnett Tailor Made)
Art Director: Raphael Taira (Leo Burnett Tailor Made)
Creative Director: João Caetano Brasil (Leo Burnett Tailor Made)
Creative Director: Alexandre Pagano (Leo Burnett Tailor Made)
Account Team: Fabio Brito, Elton Longhi, Guilherme Bernardes, Guilherme Grigol, Anelise Reis (Leo Burnett Tailor Made)
Pr Team: Giusti Comunicação (Sbt)
Art Director: Bruno Bueno (Leo Burnett Tailor Made)
Motion Designer / Editor: Jack La Noyée (Leo Burnett Tailor Made)
Art Director: Márcio Bento (Leo Burnett Tailor Made)
Creative Director: Rodrigo Jatene (Leo Burnett Tailor Made)
Planner: Tiago Lara (Leo Burnett Tailor Made)
Agency Producers: Celso Groba, Maria Fernanda Moura, Dudi Ciampolini Bourroul (Leo Burnett Tailor Made)
Digital Project Team: Denis Gustavo, Pedro Rais, Cirilo Dias, Victor Belamoglie (Leo Burnett Tailor Made)
Pr Team: Fernanda Lopes, Nathalie Ursini (Leo Burnett Tailor Made)
Graphic Producer: Ricardo Sotelo (Leo Burnett Tailor Made)
Art Director: Vinícius Pegoraro (Leo Burnett Tailor Made)
Client Approval: Glen Valente, Priscila Stoliar, Daniela Martins (Sbt)
Copywriter: Lucas Durães (Leo Burnett Tailor Made)
Chief Creative Officer: Marcelo Reis (Leo Burnett Tailor Made)
Execution:
We made the campaign during 9 days, while the character was hospitalized on the fiction, waiting for blood transfusion. The band of the fiction, in which the character sings, did a music video, released in the fiction and in real life, asking for donations for Priscila. Through videos released on social networks, others characters of soap opera as well. TV shows asked for donations as if Priscila was a real person. We measured donations in channel programming. People were directed to Clube Sangue Bom or the nearest blood bank to their homes, anywhere in Brazil. By saving Priscila, donors saved the lives of thousands that needed blood.
Synopsis:
Only 2% of Brazilians donate blood and usually only do it when someone close to them is in need. So, how do you use this information to raise public awareness on the subject of blood donation, include younger generations, and cause the blood banks in the country to receive blood?
Outcome:
- An increase of 31% in blood donations.- 83 million people reached.- 431 minutes of exposition in open TV.- U$ 19 million in spontaneous media. - #1 on Google Searches, followed by president Dilma’s impeachment. - 8 million interactions on social networks.
Campaign Description:
We modified the script of a children’s soap opera Cúmplices de Um Resgate and used its relevance to create the largest movement of blood donation in the country. The character Priscila had an accident and needed blood donations. She would only recover from the accident with donations from the public. Fiction turned into reality to save lives.
Strategy:
In Brazil, soap operas are part of pop culture, there are more than 100 million viewers that develop a strong emotional bond with their characters. We used its relevance, modifying the script of a prime time soap opera in a way that would make the main character, Priscila, suffer an accident and be in need for blood donations. Fiction became reality: she would only recover from the accident with donations from the public.