The Blood Type Project Had Newspapers Donate a Letter
Laura McQuarrie — May 27, 2014 — Marketing
References: gruporbs.br & adeevee
In an effort to raise awareness about the need for blood donations on National Blood Donor Day in Brazil, Grupo RBS set up the 'Blood Type Project' in collaboration with several major newspapers and help from the Lew'Lara\TBWA agency.
The premise was simple: have the newspapers "donate" a letter A, B, or O in their logos by coloring it red and placing a positive or negative sign beside it. These symbolic newspaper letter donations were meant to inspire people to donate their own blood in Brazil. Although this message had a prime spot on the front page of newspapers, the Blood Type Project was taken a step further by printing the names of journalists, victims or other people's names that popped up in the newspapers with their blood types, showing how much impact a blood donation has the potential to make on an individual's life.
The premise was simple: have the newspapers "donate" a letter A, B, or O in their logos by coloring it red and placing a positive or negative sign beside it. These symbolic newspaper letter donations were meant to inspire people to donate their own blood in Brazil. Although this message had a prime spot on the front page of newspapers, the Blood Type Project was taken a step further by printing the names of journalists, victims or other people's names that popped up in the newspapers with their blood types, showing how much impact a blood donation has the potential to make on an individual's life.
Trend Themes
1. Symbolic Blood Donations - Opportunity to create more creative and impactful awareness campaigns by using symbolic gestures related to blood donations.
2. Collaborative Marketing - Opportunity for companies to collaborate with different industries and organizations to create impactful marketing campaigns.
3. Personalized Impact Stories - Opportunity to share personalized impact stories to inspire individuals to donate blood and showcase the potential difference it can make.
Industry Implications
1. Newspapers - Newspapers can explore innovative ways to contribute to social causes and engage readers through symbolic gestures like letter donations.
2. Marketing and Advertising - Marketing and advertising agencies can help companies collaborate and create impactful campaigns that drive awareness and inspire action.
3. Healthcare and Blood Donation Organizations - Healthcare and blood donation organizations can leverage personalized impact stories to motivate more people to donate blood and save lives.
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