SBT - Donate for Priscila

Art Direction

To increase blood donations in Brazil, we turned to the country's most-watched medium: broadcast television. To do this, we altered the script of the most-watched children's soap opera. In the plot, one of the protagonists suffers an accident, and her successful recovery was contingent on an increase in blood donations.

WE MODIFIED THE SCRIPT OF THE CHILDREN’S SOAP OPERA "CÚMPLICES DE UM RESGATE" IN A WAY THAT WOULD MAKE THE MAIN CHARACTER, PRISCILA, SUFFER AN ACCIDENT AND SHE WOULD ONLY RECOVER WITH DONATIONS FROM THE PUBLIC.

Only 2% of Brazilians donate blood and usually only do it when someone close to them is in need. In Brazil, soap operas are part of pop culture, with more than 100 million viewers who develop a strong emotional bond with their characters. We used its relevance to create the largest movement of blood donation in the country.

83 MILLION PEOPLE REACHED

8 MILLION INTERACTIONS ON SOCIAL NETWORKS

431 MINUTES OF EXPOSURE IN OPEN TV

U$ 19 MILLION IN SPONTANEOUS MEDIA

#1 ON GOOGLE SEARCHES
FOLLOWED BY PRESIDENT DILMA’S IMPEACHMENT

AN INCREASE OF 31% IN BLOOD DONATIONS

Without realizing it, millions of children were educated about blood donation.
And made their parents donate blood, too.

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