Law Andak Dam: Kol Nokta Btefrek [image]

Credits & Description:

Client: Law Andak Dam
Product: Blood Donation
Agency: Impact Bbdo Dubai, United Arab Emirates
Entrant: Impact Bbdo Dubai, United Arab Emirates
Product/Service: Blood Donation
Idea Creation: Impact Bbdo Dubai, United Arab Emirates
Executive Creative Director: Fadi Yaish (Impact Bbdo Dubai)
Creative Director: Aunindo Sen (Impact Bbdo Dubai)
Design Creative Director: Ryan Atkinson (Impact Bbdo Dubai)
Senior Creative Designer: Bana Salah (Impact Bbdo Dubai)
Executive Arabic Writer: Sarah Berro (Impact Bbdo Dubai)
Motion and Image Making Lead: James Elgie (Impact Bbdo Dubai)
The Campaign:
Our idea was to show people the value of every drop of blood.
The word “Nokta” means drop and dot in Arabic, depending on the context. And adding a dot to a word can change its entire meaning.
So we launched “Kol Nokta Btefrek”, which means every dot and every drop counts.
A print and poster campaign using large and distinct Arabic Kufic Typography with carefully chosen words reflecting the pained state of needing blood and showed how with one single dot or drop the meaning of the word would change to one that reflected positivity and hope. Because every dot, and every drop counts.
Creative Execution:
In the way we designed our messages, we used visually distinct Square Arabic Kufic Typography and Swiss design principles to generate a greater and bolder call to action impact and recall value.
The sharp edges and black Square Arabic Kufic typography ensure that the dot with its circle shape and red color stand out in every poster, and that people can comprehend the words before and after with equal ease. This is also further enhanced with the placement of the red dot itself, which is dropping in context to the word.
Because every dot, and every drop counts.
Indication of how successful the outcome was in the market:
Within a week of the campaign launch, the number of visitors to our site and social pages increased by 12%. This in turn led to a significant increase in the number of people registering as donors during this period.
We wanted to change the Egyptians’ attitude, who have become apathetic towards humanitarian initiatives, due to years of civil unrest and frequent exposure to violence and brutality, and get them register as donors on the first free online service that links blood donors to patients in need of blood.
To ensure our message spreads across the country with maximum impact, we used Arabic, the country’s native language, and well understood by all sections of the Lebanese society. We launched a print and poster campaign using large and distinct Arabic Kufic Typography, with carefully chosen words reflecting the pained state of needing blood and showed how with one single dot or drop the meaning of the word would change to one that reflected positivity and hope. Because every dot, and every drop counts.