The BAD News
Romania is the European country with the most critical need for blood donors. But at the same time Romania ranks last in Europe on the number of donors list. Thousands of people who fall victim to this daily dominate the public media but with no considerable effect. Less than 2% donate blood.
The SURPRISING News
TV Station Antena 1 decided to let Observator, its #1 prime time news program, activate its strongest tool: The TV screen itself. While following the local news for one week, the viewers realised something on their screens was missing: The red component from the screen's RGB colours!
The VERY VERY GOOD News
14 million Romanians reached within 4 weeks. 32,689 people took the red colour out of their profile pictures. An earned media equivalent valued at 1.2 million euro. An increase of blood donations by 80% within 6 weeks. The government promised to increase the 2015 budget for blood donations by 300%.
Advertising Agency: Geometry Global, Romania