Fundacao Pro-sangue: Stop And Donate

Credits & Description:

Pare E Doe
Title: Pare E Doe/ Stop And Donate
Agency: Giusti Comunicação Integrada
Advertiser: Giusti Comunicação Integrada
Country: Brasil
Creative Director: Daniela Alves
Sinopse: We brought together SBT, Brazil's second largest TV network; Waze, the leading navigation app; and Pró Sangue Institute, a benchmark in blood donations and transfusions in Latin America, with a single goal: to increase the number of blood donations in Brazil
Art Director: Bruno Vaz
Diretor: Edson Giusti
Resume
We brought together SBT, Brazil’s second largest TV network; Waze, the leading navigation app;
and Pró Sangue Institute, a benchmark in blood donations and transfusions in Latin America,
with a single goal: to increase the number of blood donations in Brazil. All one had to do was
type “Stop and Donate” on the Waze search engine to be guided to the closest donation
point, located by a PIN on the map shaped as a drop of blood. The creative and innovative
aspect and the real relevance for people’s lives, in addition to the work of influent ambassadors
on TV and social networks to promote the cause, directly impacted results on spontaneous
media and increased blood donations by 20% during the period.
Situation
Only 1.9% of the Brazilian population donates blood, while demand for blood to save lives is
gigantic. The Stop and Donate campaign showed people a simple, modern and fast way of
helping others, often without leaving their route. It integrated Waze’s technology, the visibility of
SBT’s influencers and Pró-Sangue’s determination to increase the number of donations.