ABOUT

BACKGROUND
The Covid-19 pandemic also had serious consequences for blood banks around the world. In Cape Verde there was an 80% reduction in blood donations, with a direct impact on surgeries, emergencies and the lives of people in need of blood regularly. Faced with this reality, the Government of Cape Verde decided to take advantage of World Blood Donor Day to sensitize people not only to the voluntary act, but to extend and make donations constant.

CREATIVE IDEIA
Donating blood saves lives, however, despite being associated with an act of heroism or kindness, the truth is that most donors only do it when a relative or close friend needs it. In this context, in which families mourn their losses due to reduced blood stocks in hospitals, spontaneous donation can make a difference. The campaign names these people who are between life and death and who just need a gesture of solidarity to survive. The idea resulted in a low budget campaign, in which TV spots and pieces for social networks showing names that are completed with the blood type and the message: donating blood can prolong someone's life, regardless of who they are.

STRATEGY
With little money available for the campaign, but with the need to reach as many people as possible, the solution found was to combine the creation of a TV spot that was simple to run with the use of social networks and radio (medium with greater penetration in Cape Verde). Also, on World Blood Donation Day, the Prime Minister himself, the Minister of Health and other authorities set the example, donating blood to the blood bank of Hospital Agostinho Neto.

EXECUTION
The spots only show the names “Pedro” and “Maria” without the last letter. Meanwhile, we hear the characteristic sound of an ICU machine indicating that the patient has low vital signs. When the sound of the machine indicates that the patient has died, behold, the last letters appear, in fact blood types that complete the names. Instantly, we heard the beep-beep of the machine again, indicating that the patient came back to life.