Good Blood Club - #DonateForPriscila

To raise public awareness to the subject of blood donation, #DOEPELAPRISCILA used the relevance of the medium TV. Brazilians consume TV a lot, mainly soap operas. We modified the script of a prime time soap opera in a way that would make the main character, Priscila, suffer an accident and be in need for blood donations. She would only recover from the accident with donations from the public. The viewers became aware and donate for character. The campaign was successful on digital media, through social networks and, through a character, we saved the lives of thousands that needed blood.