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The Bavarian Red Cross needed to tap into newer audiences to make up for the ever-present blood shortage. With ‘Blood Donation Hurts Less’, it addressed a rarely acknowledged target group – those who don’t donate out of the fear of needles. That’s 1 in 4 adults.

The Red Cross decided to fight fear with humour. To show that the prick of a needle doesn’t hurt much, it reminded people of the everyday things that hurt much more. It launched a 360° campaign portraying humorously painful everyday situations. Each piece was crafted to evoke a range of emotions - from laughter to embarrassment to, "Yes, I know exactly what this feels like." The brand message at the end sealed the deal, making people realize that the needle hurts far less than what they just heard.

The stories for each piece were crafted to align with today’s public discourse, exploring themes like the perils of online dating, and the banter between Gen Z and Millennials.

The campaign resulted in a 22% increase in online registrations within a week at local Red Cross locations, with over 25,000 first-time donors.