Eiji Kozaka
creative at WMcCann
São Paulo, Brazil
TitleQR TKS
Agency
Campaign QR TKS
Advertiser Santa Casa de Misericórdia
Brand Blood Donation
Date of First Broadcast/Publication
Business Sector Blood/Organ Donation
Tagline QR TKS Blood Donation
Story Santa Casa de Misericórdia is one of the most important blood banks in Brazil and it needed to increase the numbers of regular donors.
If you donate blood without knowing who is going to receive it, the experience tends to be a little frustrating. You have to wait in line, people insert a needle into your vein, then they stick an adhesive plaster to heal that little wound and that's it. Your blood goes to a person you don't know and the only reason for you to donate again is your sense of responsibility.
To keep donors coming back, blood donation needed to be an emotional experience. 
Philosophy To keep donors coming back, blood donation needed to be an emotional experience. 
Problem If you donate blood without knowing who is going to receive it, the experience tends to be a little frustrating. You have to wait in line, people insert a needle into your vein, then they stick an adhesive plaster to heal that little wound and that's it. Your blood goes to a person you don't know and the only reason for you to donate again is your sense of responsibility. 
Result That's why we decided to create a stronger reason to make people come back for more donations: we showed some real gratitude from people who would receive the blood. We printed QR Codes on every adhesive plaster used to cover the donors wounds. And we asked them to take a picture of the QR Code. When read with a smartphone, the code led to a video with thanks from the people that would receive the blood that had just been donated. At the end of the video, it was possible to share the experience with friends on Facebook, encouraging them to become donors as well. 
Media Type Ambient
Length
Creative Director
Chief Creative Officer
Creative Director
Art Director
Copywriter
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Art Buyer
Art Buyer
Print Producer
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Account Executive
Account Executive
Account Planner
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Media Director
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Client Supervisor
Client Supervisor

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