Brazil’s blood stocks were at very low level. And while many Brazilians claimed they didn’t have time to donate, surveys showed that more and more time was spent watching movies and series. So SBT channel has made an unprecedent partnership with the streaming platform, Looke, and pulled off the air all bloody movies in order to make people feel the lack of blood. There was only one way to bring movies back: donating blood.

TV ads were launched to make people aware of the campaign. The spots showed characters from the most classic bloody movies “unemployed” and living hard moments trying to earn a living in other not-so-glamourous jobs

In order to make everything possible, we’ve counted on the partnership of Brazil’s main blood center. We’ve crossed the blood stocks database with Looke’s catalogue. As the blood levels raised, more movies were returned. The campaign became a national hit, reaching thousands of social interactions and it helped to increase 32% of donations.

SBT - Bloodless Screen

CREDITS

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