NAMES by Leo Burnett Bogota for Red Cross

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Colombia
Agency Leo Burnett Bogota
Creative Director Diego Almanza, Camilo Carvajal, Andres Hernandez
Art Director Fabio Uribe
Released May 2013

Credits & Description

Advertiser: RED CROSS
Agency: LEO BURNETT COLOMBIA
Category: Special Build
Postproduction: (El Cisne)
Copywriter: Camilo Carvajal (Leo Burnett Colombiana)
Creative Director: Camilo Carvajal (Leo Burnett Colombiana)
Creative Director: Diego Almanza (Leo Burnett Colombiana)
General Creative Director: Fernando Hernández (Leo Burnett Colombiana)
General Creative Director: Mauricio Sarmiento (Leo Burnett Colombiana)
Creative Director: Andrés Hernández (Leo Burnett Colombiana)
Art Director: Fabio Uribe (Leo Burnett Colombiana)
Client: Silvia Ballén (Red Cross)

Execution
The idea is relevant in two different ways. First, through a blood probe we represented the idea of how a person can save the life of another. To do this we showed one name made with a tube material getting filled with blood, this tube continued and at the end it showed a new name. On the other hand, we materialized the intention to share and donate blood, and how easy it is to do so by giving away the other half of the FreeCard. This not only shares the idea, but also saves more lives by becoming a chain life.

Client Brief Or Objective
Increase the voluntary blood donor number and tell people that when you donate blood you can save another´s life.In Colombia and in the world, the percentage of blood donors is very low. For every thousand habitants, there are only 16 donors. Donating is easy, but people do not know it!This initiative begin, for the necessity of the Colombian Red Cross to take every opportunity to educate people about how easy it can be to save lives with a donation.

Outcome
People understand the problem and the donor number increased 56% than the past year, the Red Cross data base received 2480 new entries, but the most important issue was that many lives saved many other lives.

Implementation
People can find the freecards on public places or as flyers on the streets, on the turn of the piece people can fill a form with their personal information and also share a half with a friend to invite him to make a donation too, then put it on the boxes at the donor centers to feed the data base of the Colombian Red Cross and make a blood donation.