Romania has the lowest blood donation rate in Europe. In order to increase awareness of the issue, prime time news program Observator ran impactful reports with the red color of the RGB color mix removed. This ran alongside a major social media campaign, which removed the red color from Facebook profile photos.14 million Romanians were reached, there was an 80% increase in blood donations and 1.2 million euro in earned media. But, most importantly, the government raised 2015's blood donation budget by 300%
This won gold in Media, Arts & Entertainment, silverin Use of Screens, plus a bronze in Public Health & Safety & Public Awareness Messages in Cannes Lions 2015.
Ad agency: Geometry Global (Bucharest)