World Health Organization/ WHO: SINGLE-SLEEVED T-SHIRT

Credits & Description:

Advertiser: NOVA/SB
Agency: NOVA S/B
Category: Charities
Photographer: André Faccioli (NOVA S/B)
Art Director: Maurici Laruccia (NOVA S/B)
Art Buyer: Raquel Dias Coelho (NOVA S/B)
Chief Crative Officer: Ricardo Furriel (NOVA S/B)
Creative Director: Ricardo Furriel (NOVA S/B)
Copywriter: André Pessoa (NOVA S/B)
Photographer: Denis Ono (NOVA S/B)
Illustrator: Adriano Zagottis (NOVA S/B)
Executive Creative Director: Ricardo Furriel (NOVA S/B)

Relevancy
We created the global campaign for the WHO (World Health Organization) for World Blood Donor Day. But we knew we could do even more — and that’s what we did. We carried out an action of public interest to stimulate blood donation and engage people during winter. This way, we encouraged them to help make up for the low number of donors during winter.To reach our goal using only a promotional T-shirt.We created a T-shirt (1) with a long sleeve and a short one — a reference to the act of rolling up one’s sleeve to donate blood.

Outcome
People were engaged and started volunteering. All donors got a T-shirt after the donation. We got the attention of the press, so the T-shirt idea and the cause spread really quickly. The action was featured on TV shows in brasilian channels.Several artists and celebrities participated in a photo shoot promoting the T-shirt.The São Paulo blood bank broke a record on a single day of outdoors collection, raising the number of donors by 30%. Because of its success, the action was replicated in Brasília and Rio de Janeiro.

Implementation
The goal of our action was to create a promotional T-shirt to be awarded to every blood donor so that other people would be inspired to donate. The T-shirts were specially designed to have a long sleeve and a short one — a reference to the act of rolling up one’s sleeve to donate blood. Also, it was printed with the text “Blood: I share”, reinforcing our message.

Client Brief Or Objective
The goal of our action was to create a promotional T-shirt to be awarded to every blood donor so that other people would be inspired to donate. The T-shirts were specially designed to have a long sleeve and a short one — a reference to the act of rolling up one’s sleeve to donate blood. Also, it was printed with the text “Blood: I share”, reinforcing our message.