Partner

Facebook - Hack for Good

Role

Art Director

Client

IFRC

Agency

Leo burnett

BACKGROUND

The month of Ramadan consistently sees a 40% drop in blood donations, leading to a yearly health crisis across the Middle East. People believe it’s unsafe to donate blood while fasting, yet this is simply a misconception.

IDEA

We decided to call on Ramadan’s spirit of generosity. Peopleregularly donate clothes, money and food, so why not donate blood? Our message was simple: Giving is in your blood.

CAMPAIGN

We partnered with Facebook to craft visually disruptive content that shed light on donation misconceptions. The content was geotargeted, leading users to their nearest blood bank.