Santa Casa de Sao Paulo : 5% Estadao

It only takes a little bit.

Published On
Mar 30, 2011

Editor's Pick

Brazilian blood donors only make up about 2% of the country's population, so healthcare organization Santa Casa de Sao Paulo charged Y&R to find a way to increase that number to 5%. Unfortunately, the agency had a limited budget, so it turned to big advertisers to do some of their own donating. Brands like Danone and LG offered up 5% of the space on their print and poster ads, where the agency placed messages encouraging Brazilians to do donate blood. Y&R also created a website where other agencies could download the intervention tags to place onto their own clients' ads.